The BNP Paribas Foundation, a unifying history
Greeting card BNP Paribas Foundation - BNP Paribas Historical archives - Ref 2IMP7925EL
BNP and Paribas were among the pioneers of the emerging corporate philanthropy movement in the 1980s. The two ancestor banks of the BNP Paribas Group drew on previous experiences to fully engage in this field of action.
Let’s take a look at this story to understand how BNP and Paribas successfully struck a balance between two philanthropy strategies to create an efficient and effective model as part of a commitment that has lasted for 40 years.
Contents of this article:
Before the merger between BNP and Paribas
Two different philanthropy strategies…
On 13 February 1984, Paribas set up a foundation. The bank rolled out its philanthropy policy as part of an autonomous legal structure. Through this foundation, it supported young artists in the development of their careers.
BNP, meanwhile, implemented its patronage initiatives on the basis of direct governance, i.e. directly financing philanthropy. The bank also left its regional divisions with the choice of carrying out their own philanthropy initiatives. For example, the Toulouse region joined forces with the Prix du Jeune Écrivain de Muret (PJE) young writer’s award in 1985.
… but with a complementary fit
While the two banks led different philanthropy strategies, they operated in the same fields. This was particularly true in dance, a field in which they encouraged and promoted artistic creation. In 1986, BNP joined forces with Maison de la Danse de Lyon, which manages programming for national and international companies and also gives young choreographers the chance to perform. At the same time, the Paribas Foundation decided to support creation by directly helping young choreographers, such as Angelin Preljocaj in 1990. It notably provided the artist with the opportunity to perform internationally by financing his “Amer America” show.
In addition, the two ancestor banks supported the same associations, such as Association pour le Droit à l’Initiative Économique (ADIE), an association promoting economic initiative. In 1993 and 1996, BNP and then Paribas provided low-interest loans to ADIE beneficiaries.
Individuals and institutions
Despite their different strategies, the two banks sought to maintain a direct relationship with philanthropy. Through its Foundation.
Paribas supported individuals at key points in their careers, assisting young artists over the long term in the development of their careers. In 1987, the Paribas Foundation supported the Ysaÿe quartet, formed a few years earlier by students. In addition to having their albums funded, the musicians also had the opportunity to perform for bank employees, for example at the Orangerie, 3 Antin street, the bank’s head office. The support provided by the Paribas Foundation was reported on through internal publications.
For its part, BNP supported well-known institutions and events. In 1985, it became involved in Long-Thibaud, an international competition created during the war. Each year, it attributes a prize to a young pianist and a young violinist. Through its branch network, the bank also offered the winners the chance to participate in concerts organised in France and internationally.
In 1999, BNP launched a public exchange offer for Paribas. The merger project was initiated and Michel Pébereau was instructed to move quickly and on all fronts. Regarding philanthropy initiatives, the plan was to group the two entities. This was made possible by the similarity of their commitments and the complementarity fit of their work.
23 May 2000, the merger
The role of philanthropy in the new BNP Paribas group
After a few months of discussions, the decision was taken to retain the Paribas Foundation model together with its governance principles. It was already well known in professional and patronage circles, making this choice relevant. Martine Tridde-Mazloum, General Delegate of the Paribas Foundation since 1984, takes over the new entity. She worked for a time with Anne de Lacretelle, in charge of BNP’s sponsorship initiatives. Within this new Foundation, the duo is working to bring together the actions of the two entities.
The Foundation then adopted the new BNP Paribas brand and combined the philanthropy policies of the two banks. The logo was an exception. Due to the specific and non-commercial nature of the entity, the term “Foundation” was placed above the name of the company.
The editorial line of the new Foundation
A new strategy was rolled out for the newly created Foundation. As summed up by Michel Pébereau in 2000, the Foundation’s multidisciplinary approach gave it three roles to play:
- An image resource serving the French and international network ;
- A unifying role internally ;
- An expression of the values of BNP Paribas.
The goal of the BNP Paribas Foundation was to unite the employees of the two banks through its mission to serve the general interest. The new entity must also renew the bank’s image by promoting local philanthropy. And by supporting the image of a major world bank by partnering with prestigious national and international operations. The restoration of the ceiling of the Salon d’Hercule at the Château de Versailles, one of the prestigious operations initiated by BNP, was continued after the creation of the BNP Paribas Foundation.
The philanthropy policy of the new BNP Paribas Foundation
BNP Paribas Foundation decided to extend the commitments previously initiated by the two ancestor banks. The Prix du Jeune Écrivain was associated and the templates were redesigned to reveal the Group’s new brand.
The BNP Paribas Foundation supported new projects. Following the riots in the Paris suburbs in 2005, BNP Paribas steadfastly pursued its commitment to improving living together in harmony. This is reflected in the launch of the Projet Banlieues. It is dedicated to the creation of jobs and social ties in underprivileged neighbourhoods and provide school support to children in difficulty. To implement this project and play a central role in social challenges, the BNP Paribas Foundation relied in particular on the Association de la fondation étudiante pour la ville (AFEV) and ADIE. The latter brings its expertise in the field of financing micro-enterprises and integration.
Today, the BNP Paribas Foundation is pursuing its efforts in three key areas: culture, the environment and solidarity. In 2024, it is celebrating its 40th anniversary, proof of the longevity and success of a Foundation with a close commitment to its stakeholders.
BNP Paribas Foundation through 12 questions
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