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Paris urges City staff to 'join the frogs'

18 October 2016  |  5452 views  |  5 Paris - Eiffel tower

Parisian business district La Defense has launched a major advertising campaign across prominent locations in the heart of London urging Brexit-battered City workers to move to France.

From today, adverts emblazoned with the call to 'join the frogs' will go live at Heathrow airport, Eurostar stations including St. Pancras International and Paris Gare du Nord, as well as across a range of national and financial publications.

Commenting on the launch Marie-Célie Guillaume, CEO of Defacto / Paris La Défense says: “With the UK now looking likely to opt for a hard Brexit resulting in the loss of passporting rights, this advertising campaign is our way of rolling out the blue white and red carpet to the thousands of talented people and leading businesses looking for a new European base.”

The launch of the campaign comes just weeks after French regulators announced plans to relax their famously arcane rules by speeding up licensing procedures and providing English-speaking contacts for British financial institutions and fintech firms looking to relocate their business in the event of a hard exit from the European Union.

Paris is not alone in attempting to court financial institutions and other professional services in the wake of Brexit. In the immediate wake of the British referendum in July, German centre-right political party Freie Demokraten drove a giant billboard truck into the heart of the capital emblazoned with an invite for Brexit-scarred startups to move to Berlin.

Comments: (5)

Ian Hillier-Brook
Ian Hillier-Brook - MCO Europe - London | 18 October, 2016, 11:03

Do the advertisements also cover French employment law, tax structures and general attitude to hard work and capital markets?

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A Finextra member
A Finextra member | 18 October, 2016, 15:14 I agree with Ian above. I know of a few Companies that entered the French market, struggled and decided to withdraw only to find themselves caught up in the French employment laws.
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Ian Hillier-Brook
Ian Hillier-Brook - MCO Europe - London | 18 October, 2016, 15:23

I wonder why BNP Paribas, Soc Gen, Credit Agricole et al have their Capital Markets and trading activities in London. I have opened two French subsidiaries for US companies and I never want to go through that pain again - and closing is even worse

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Ketharaman Swaminathan
Ketharaman Swaminathan - GTM360 Marketing Solutions - Pune | 18 October, 2016, 18:43

@IanHillier-Brook + 1. I especially like the one about "general attitude to work" er... "hard work" LOL.

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A Finextra member
A Finextra member | 19 October, 2016, 09:39

Is that the same Paris that forbids French banks closing their branches in the digital age on employment fears? Is that the same Paris that gets in a way of back office automation for the same reasons? I say it's the same old Paris :)

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