Crédit Agricole has roped in former James Bond star Sean Connery to front an advertising campaign in France and abroad, to help raise awareness of the name change. Connery also featured in a group publicity campaign launched last November.
Patrick Valroff, the chief executive of the division, said the move came as part of a new strategy to concentrate on it client-handling capabilities.
Crédit Agricole CIB employs around 13,000 employees in over 50 countries worldwide, covering investment banking services (including M&A work, equity capital markets, corporate equity derivatives and loan syndication), equity brokerage and derivatives, fixed income markets and structured finance.
The name change will be effective from 6 February.