gestioni e bilanci in controluce

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Banca Lombarda

"Single and beautiful looks for soulmate "

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It's a fact that several credit institutions are trying - and not from now - to differentiate each other in the public opinion in general and particularly in the savers world.
Is a fact as well that the "discovering" of the "Managed saving" has turned and turns stronger for any institution the need to differentiate its own individuality.
In this frame the Banca Lombarda launches a fresh message: "if you are a free bank, this is a wedding invitation". As publishing an ad saying : "Single and beautiful looks for soulmate"!
So it concerns an advertising campaign aiming promoting the image to support the "Indirect collection " more than the "Direct collection " and /or investments.
Only who does not know the President Gino Trombi, or the vice President Giovanni Bazoli, or the managing director Corrado Faissola, or the General Director Bruno Degrandi, or the Brescia entrepreneurs belonging to the Boards of Directors, can conjecture indeed that this control and managing group "offers" itself publicly for a marriage.
All these people, so used to privacy, sometimes even excessive about what is in pot or what they want to put in pot.
So it must wonder instead why the la Lombarda decided - and it's the first time - to allocate some billions for an advertising initiative. Maybe - and it is quite possible - it has been 'compelled' by the overpowering aggressiveness the fellow town-bank - hence concurrent - the Bipop, is working wise.
Also the balance of the Lombarda, on the other hand, has benefit in 1998 from the decisive contribution of the "bonds negotiation " (+ 33 billions) and the "bonds placement " (+ 46 billions). Indeed these are the two activities that after all has determined the increase (respect to 1997) of the profit before income taxation " that was of 55 billions.
The Lombarda, having more than 4.000 employees and nearly 400 counters (spread in 26 provinces) has a size of all regard.
The permanent researching of new aggregations (the last one was the purchase of the 60% of the Cassa di Tortona) more than bettering its efficiency and profitability, can only "burden" its structure and along with it its "running".
Anyhow the 'marriage' ad seems to be well-chosen.
If it will be confirmed remains to be seen!