Driving Digital Beyond Marketing So Everyone BelievesJennifer DominiquiniChief Marketing and Digital Sales Officer

• 4th largest in Texas

• Member of BBVA Group - Financial Institution Based in Spain, Founded in 1857

• Ranks Among the top 25 US Commercial Banks

• Fully Own Neo-Bank, Simple

• 674 branches in US Markets

Who is BBVA Compass

Financial Services Industry

The Banking Industry is Transforming

Then Now

2000:40b Checks written

2012:20b Checks written

- Federal Reserve Cash Products Office -

Branch is King Omni-Channel Rules

Big Fish Nimble Fish

vs.

- Federal Reserve Cash Products Office -

Key Challenge: Trust

Banking Industry Transformation

The Banking Industry is Transforming

The Unbundling of the Banking Industry-Courtesy of CB Insights-

‘Model Bank of the Year’

‘Best Mobile Functionality Award’

BBVA Key Focus: Technology

Best Digital BankIn North America

Purpose Driven

Purpose Driven Re-Brand

Brand

Focus

9Trust9Social

9Human9Good

Hear Believe Live

live the brand

64% of adults feel that money is the greatest source of stress and the reason why they feel out of control

Companies that center their business on improving people’s lives have a growth rate triple that of competitors

Banking is typically seen as transactional, but we have the opportunity to establish a trusting human connection

(American Psychological Association “Stress in America” 2015)

None of the big banks that we track own those areas, though they are KEY drivers of consideration

Trust and Personalization

Note: no bank was on the list of the 50 brands that try to improve people’s lives (Jim Stengel, “Grow” 2011)

Internal Purpose, External Experience

banking on a brighter future

BBVA Compass helps individuals and companies bank on a brighter future. We provide quick, easy, clear and convenient solutions, as well as trusted advice,

to help our clients stay in control at each stage of their financial journey.

Brand Attributes

Ease and Convenience

Personalization Speed Trust and Transparency

Brand DNAEmpathy & Listening One Team, Client First Innovation & Technology

Leadership Service Excellence Celebration & Recognition Bank It Forward

Brand as an Experience

Use sponsorship platforms and assets as the foundation to create unique and engaging content to further build our “Bright Futures” brand platform,

demonstrate brand principles, and engage fans

Brand Building Through Ambassadors

“Every day is a great day to live bright.”

“I get to play a sport that I love dearly and I wouldn’t change that for anything”

“Living bright is a lifestyle” and how you want to be treated

“In this court is where I feel like I am really me and I want

to give other kids that same feeling”

Drive an Integrated Program

Clients & Partners as Your Best Brand Assets

Creating Opportunities

Keys to Change

Everyone has a role in bringing your purpose to life

Experiment, Lather, Rinse and Repeat

Data Knowledge Action

A purpose is a journey, live bright along the way

Contact…jennifer.dominiquini@bbva.com@JenDominiquiniBBVABright.com