{"id":19958,"date":"2026-09-29T06:52:55","date_gmt":"2026-09-29T04:52:55","guid":{"rendered":"https:\/\/www.forbes.be\/fr\/?p=19958"},"modified":"2026-09-29T10:06:35","modified_gmt":"2026-09-29T08:06:35","slug":"la-confiance-au-coeur-du-premier-forum-bim","status":"publish","type":"post","link":"https:\/\/www.forbes.be\/fr\/la-confiance-au-coeur-du-premier-forum-bim\/","title":{"rendered":"La confiance au c\u0153ur du premier Forum BIM"},"content":{"rendered":"<p><strong>Le 14 septembre, <a href=\"https:\/\/www.mm.be\/\"><strong>Media Marketing<\/strong><\/a>, publication de r\u00e9f\u00e9rence du secteur du marketing et de la communication, a organis\u00e9 la premi\u00e8re \u00e9dition de son <a href=\"https:\/\/mediamarketing.idloom.events\/MM_BIM_FORUM_2026\"><strong>Forum BIM<\/strong><\/a> dans le cadre prestigieux de <a href=\"https:\/\/www.themerode.com\/\"><strong>TheMerode<\/strong><\/a>. L\u2019objectif : offrir aux principaux acteurs du secteur bancaire et des assurances une tribune pour d\u00e9battre des priorit\u00e9s de leur branche, devant un public compos\u00e9 essentiellement de <em>marketers<\/em>. La confiance (en soi) s\u2019est clairement impos\u00e9e comme priorit\u00e9 majeure.<\/strong><\/p>\n<p>De tr\u00e8s nombreuses personnalit\u00e9s \u00e9taient pr\u00e9sentes \u00e0 TheMerode le 14 septembre : une affluence logique compte tenu de l\u2019impressionnante brochette d\u2019intervenants prestigieux que Media Marketing, avec le soutien d\u2019<a href=\"https:\/\/www.axa.be\/\"><strong>AXA<\/strong><\/a> et d\u2019autres partenaires, avait r\u00e9unie au sein de ce club d\u2019affaires renomm\u00e9 de la place Poelaert.<\/p>\n<p>Le but de cet \u00e9v\u00e9nement sectoriel, organis\u00e9 par la plus grande communaut\u00e9 <em>marcom<\/em> de Belgique, \u00e9tait de rassembler des acteurs des institutions bancaires et des assurances, des d\u00e9cideurs politiques, des \u00e9conomistes et des partenaires technologiques avec des sp\u00e9cialistes du marketing et de la communication de tout le pays, afin de susciter des \u00e9changes susceptibles de changer la donne.<\/p>\n<h2>Collaboration, exp\u00e9rience de marque et confiance<\/h2>\n<p>C\u2019est exactement ce qui s\u2019est produit lors des trois d\u00e9bats consacr\u00e9s \u00e0 autant de th\u00e9matiques. Le premier panel s\u2019est pench\u00e9 sur la mani\u00e8re dont les banques et les assureurs peuvent innover \u00e0 grande \u00e9chelle afin de cr\u00e9er de la valeur ajout\u00e9e pour leurs clients. La r\u00e9ponse s\u2019est r\u00e9v\u00e9l\u00e9e \u00e9vidente : miser sur une coop\u00e9ration au niveau du march\u00e9 et \u0153uvrer pour une meilleure harmonisation des r\u00e9glementations, afin de favoriser la souverainet\u00e9 europ\u00e9enne.<\/p>\n<p>Les participants \u00e0 la deuxi\u00e8me table ronde, quant \u00e0 eux, ont soulign\u00e9 l\u2019importance de la pertinence locale pour les banques, les assureurs et leurs services. La <em>brand experience<\/em> qu\u2019ils proposent doit, plus que jamais, tenir la promesse v\u00e9hicul\u00e9e par leur marque.<\/p>\n<p>Le d\u00e9bat de cl\u00f4ture, auquel a notamment particip\u00e9 <a href=\"https:\/\/clarinval.belgium.be\/fr\"><strong>David Clarinval<\/strong><\/a>, vice-Premier ministre et ministre du Travail, de l\u2019\u00c9conomie et de l\u2019Agriculture au sein du gouvernement f\u00e9d\u00e9ral, a plaid\u00e9 pour une \u00e9volution de l\u2019attitude des Belges face au risque. Un th\u00e8me a \u00e9merg\u00e9 des \u00e9changes : la n\u00e9cessit\u00e9 d\u2019une confiance accrue, qui ne se d\u00e9cr\u00e8te pas, mais qu\u2019il faut m\u00e9riter. Confiance des consommateurs envers les marques bancaires et d\u2019assurance, bien s\u00fbr, mais aussi confiance des responsables politiques et des citoyens envers l\u2019\u00c9tat, eux-m\u00eames et l\u2019avenir.<\/p>\n<h2>Un secteur investi d\u2019une mission<\/h2>\n<p>Tant les banques que les assureurs contribuent \u00e0 cet avenir gr\u00e2ce aux investissements \u00e0 long terme qu\u2019ils g\u00e8rent. <em>\u00ab Les assureurs belges sont les principaux investisseurs de l\u2019\u00e9conomie belge, avec 300 milliards d\u2019euros. Sur ces 300 milliards, 50 milliards sont investis dans des obligations d\u2019\u00c9tat belges. Le reste est plac\u00e9 dans des obligations d\u2019entreprises et des actions, mais aussi dans l\u2019immobilier, les infrastructures et le capital-investissement \u00bb<\/em>, a indiqu\u00e9 <strong>\u00c9tienne Bouas-Laurent<\/strong>, <em>CEO<\/em> d\u2019AXA.<\/p>\n<p>Il a \u00e9galement soulign\u00e9 la mission sociale et \u00e9conomique du secteur bancaire et des assurances. <em>\u00ab Les banques financent l\u2019\u00e9conomie par le cr\u00e9dit et les assureurs la soutiennent par le biais d\u2019investissements, d\u2019obligations et d\u2019actions \u00bb<\/em>, a-t-il affirm\u00e9. <em>\u00ab Les assurances jouent donc un r\u00f4le fondamental dans l\u2019\u00e9conomie et la soci\u00e9t\u00e9. Lorsque les risques deviennent trop importants ou trop fr\u00e9quents, les particuliers h\u00e9sitent \u00e0 investir, les entrepreneurs \u00e0 se lancer et les entreprises \u00e0 se d\u00e9velopper. Pr\u00e9server la capacit\u00e9 \u00e0 couvrir les risques constitue donc un d\u00e9fi collectif majeur. \u00bb<\/em><\/p>\n<p>L\u2019approche des parties prenantes concern\u00e9es fournira \u00e0 coup s\u00fbr mati\u00e8re \u00e0 une prochaine \u00e9dition du <strong>Forum BIM<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le 14 septembre, Media Marketing, publication de r\u00e9f\u00e9rence du secteur du marketing et de la communication, a organis\u00e9 la premi\u00e8re \u00e9dition de son Forum BIM dans le cadre prestigieux de TheMerode. L\u2019objectif : offrir aux principaux acteurs du secteur bancaire et des assurances une tribune pour d\u00e9battre des priorit\u00e9s de leur branche, devant un public [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":19959,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"image_verticale":0,"gif":0,"url_video":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-19958","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualite"],"acf":[],"_yoast_wpseo_title":null,"_yoast_wpseo_metadesc":"Le premier Bank & Insurance Marketing Forum de Media Marketing a r\u00e9uni \u00e0 Bruxelles banques, assureurs et d\u00e9cideurs autour d\u2019un enjeu central : la confiance.","auteur_traducteur":"","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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