Laurent Buffard currently serves as the Directeur de la communication des marques at Groupe BPCE, where he plays a pivotal role in steering the strategic transformation of the Banque Populaire and Caisse d’Epargne brands. With a robust background in marketing communications, Laurent leverages his extensive...
Laurent Buffard currently serves as the Directeur de la communication des marques at Groupe BPCE, where he plays a pivotal role in steering the strategic transformation of the Banque Populaire and Caisse d’Epargne brands. With a robust background in marketing communications, Laurent leverages his extensive experience gained from leading advertising agencies such as TBWAParis and BETC, where he crafted compelling campaigns for major French corporations like Crédit Agricole, BNP Paribas, and AXA. His expertise in brand architecture and creative strategy is instrumental in redefining the brand narratives of Banque Populaire and Caisse d’Epargne, ensuring they resonate with contemporary consumer insights and market dynamics.
In his current role, Laurent is at the forefront of integrating digital strategies into the brands’ communication frameworks. He champions innovative online advertising and digital media initiatives that enhance customer engagement and loyalty. By harnessing customer insights, he develops targeted marketing communications that not only elevate brand visibility but also drive new business development. His commitment to fostering a cohesive brand identity across all touchpoints is evident in the successful campaigns that have revitalized the public perception of these iconic financial institutions.
Laurent's leadership is characterized by a collaborative approach, working closely with cross-functional teams to align brand strategies with the evolving landscape of the banking sector. His vision for Banque Populaire and Caisse d’Epargne is not just about maintaining relevance but also about positioning them as forward-thinking leaders in the financial services industry, adept at meeting the needs of a diverse clientele in an increasingly digital world. Through his strategic foresight and creative acumen, Laurent Buffard continues to shape the future of banking communication in France.
