Société Générale deploys its new SG brand in its network

To promote this new organization and this new name, the bank announced the launch of an advertising campaign from June 11. On television, it will spread until July 9 via the broadcast of several films. A “press and digital” campaign will start on June 25 and will highlight “SG’s commercial offers in funding (Jet Pro credit, Expresso credit for individuals, the solar pack for businesses, or the financing of energy renovation work for individuals), savings (with the new generation of savings), and insurance (with car insurance) ».

Société Générale adopts “SG” as its new national brand

As part of the merger of its two agency networks, Société Générale and Crédit du Nord, the banking group decided to unify, from 2023, the new network under a single brand “SG”, however declined according to the regions or associated with certain strong regional brands of the Crédit du Nord group. In total, ten brands ensure the network of the territory, with a common logo and visual identity. The merger of networks should be operational on January 1, 2023.

This is an important step in the site for bringing together the two agency networks of the banking group, Société Générale on the one hand, and Credit du Nord with its regional brands on the other hand. Without real surprise, Société Générale has therefore decided to unify the two networks under the same national brand from 2023, while the legal merger was carried out.

This new “SG” brand will however be associated with ten regional brands, “To represent proximity”, which takes up in particular the names of the regional banks strongly established locally, namely SG Crédit du Nord (Lille), SG Laydernier (Annecy), SG Auvergne Rhône Alpes (Lyon), SG SMC (Marseille), SG Courtois (Toulouse) and SG Tarneaud (Limoges).

New logo

With these historic banks are associated several regions under the SG brand solely with regional identification: SG Grand Est, SG Sud-Ouest (Bordeaux), SG Grand Ouest and SG Société Générale for Ile-de-France and Corsica. By the way, the historic red and black logo also evolves towards an open square “Symbol of balance and symmetry between the national brand and regional brands”, Always in the colors of Société Générale, a new marker of visual identity for the whole group. Exit therefore the blue star and the dominant blue of the Crédit du Nord group.

This new logo is also more modern and of course full of promises on a new reorganization of the more decentralized retail bank. Note that the logo associated with the brand is now generalized in the banking world.

“We are advancing in this merger in accordance with the scheduled schedule and in compliance with all the commitments we have made vis-à-vis our customers and employees”, Recalls Sébastien Proto, Deputy Managing Director, in charge of the retail bank in France, in a press release published this Tuesday. The merger of the networks must be operational on January 1, 2023, and must result in 3.700 job cuts by 2025, “Without constrained departure”.

Parallel sites

The bank also carried out a series of appointments at the head of these ten regional groups, taking care to ensure a balance between the teams of the two networks.

In addition to this project, Société Générale continues its growth strategy in the retail bank and financial services with the buyout of Leaseplan, to become the world leader in car leasing, and the partial resumption by Boursorama of the business of private clients ING France, via a SEO Agreement.

On the other hand, the group was forced to significantly review its international retail ambitions, with the announcement of the sale of its Russian subsidiary Rosbank to a Russian group. An operation which should result in accounting loss of around 3 billion euros. However, he has two solid presences in the Czech Republic and Romania. This is why the success of the network fusion of networks becomes all the more strategic for the group.

Société Générale deploys its new SG brand in its network

The merger with the credit of the North continues. The more than 1.000 agencies will soon display the two iconic letters of the bank, which intends to make it known via a communication campaign.

Posted on June 13, 2023 at 13:20 – MAJ June 13, 2023 at 23:25

The bank with a red and black logo is entering the last phase of the merger of its network with that of Credit du Nord. Société Générale said they had “Made successfully” computer migrations and the legal merger of entities in the first half of 2023.

Time is now that of the deployment of the new brand for retail banking in France and communication. Bank’s friends were already calling him like that, this is now the official name that will gradually appear on all the hexagonal agencies in the group. Exit Société Générale for a simpler “SG” with regional versions: SG Crédit du Nord, SG Grand Est, SG Laydenier, SG Auvergne Rhône Alpes, SG SMC, SG Courtois, SG Sud Ouest, SG Tarneaud, SG Grand Ouest and SG Société Générale for Corsica and Île-de-France.

10 million customers

The global network is approaching 1.450 agencies throughout the territory and claims 10 million customers.

To promote this new organization and this new name, the bank announced the launch of an advertising campaign from June 11. On television, it will spread until July 9 via the broadcast of several films. A “press and digital” campaign will start on June 25 and will highlight “SG’s commercial offers in funding (Jet Pro credit, Expresso credit for individuals, the solar pack for businesses, or the financing of energy renovation work for individuals), savings (with the new generation of savings), and insurance (with car insurance) ».

Evoked for the first time almost three years ago, in September 2020, the merger of Société Générale and Credit du Nord networks should allow the bank to achieve 450 million euros in cost savings per cost per cost per cost year from 2025 via agency closings. Out of 2023, 157 must be grouped together.

Load to the new director general of the bank, Slawomir Krupa, who replaced Frédéric Oudéa in this position on May 23, to complete this project. And throw others. On the stock market, Société Générale remains lagging behind the other two listed French banks. Its action fell by more than 30% in five years when that of Crédit Agricole limits losses to 5%. The BNP Paribas title even advances 3% over the period.