It's not an everyday sight to see three contestants advertising together. The surprise came from yesterday Chebanca! of the Mediobanca group, Iwbank by Ubi e Webank of Bpm, who surprised everyone by jointly purchasing the space of an entire page in various newspapers.
The aim was to demonstrate their appreciation for the digital agenda launched last week by the Monti government. A clear slogan was chosen by the three major institutes operating on the web: "We had already taken into account that digital was our future".
Markets are now wondering whether the three banks can embark on more joint initiatives. The terrain seems fertile and the margins for growth quite large, considering that the web channel is still largely underused by Italian customers.
