The Creative Minds Platform is an engagement program with one of the bank’s most challenging – and possibly of biggest potential – B2B categories: cultural & creative industries. The platform has an impact in brand differentiation (positioning as supporter of creative businesses), business extension (potential to develop new products) and business partners direct support (education and retail growth for creative businesses). In one year, the messages reached millions and the projects directly engaged hundreds of Creative Businesses, having a direct impact in either their education level or business growth. It also involved the bank’s high-level executives.

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