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Intesa Sanpaolo

Company: Intesa Sanpaolo SpA

Brand value: US$2,031 million

Change since 2018: -8%

Headquarter city: Turin

Category: Banks

Year formed: 2007

Intesa Sanpaolo is one of the largest retail banking networks in Italy, serving 11.9 million customers through around 4,400 branches. The bank was formed by the merger of Banca Intesa and Sanpaolo IMI, a move designed to increase opportunities for growth, enhance services for retail customers, support the development of businesses, and make an important contribution to Italy’s growth. Intesa Sanpaolo uses TV, print, online ads and sponsorships – including sponsorship of the X Factor talent show – to communicate openness, transparency and sharing, with a particular focus on the youth market. Online advertising tends to be more light-hearted than the more traditional TV work. Intesa Sanpaolo operates in 12 countries in Central and Eastern Europe, the Middle East and North Africa, and has a network of customer support specialists in 25 countries where Italian companies are most active, including the United States, Brazil and Russia.