BBVA in 2012

• As a result, the accumulated net attributable profit is at levels similar to those posted theprevious year: €325m vs. €324m in 2011.• The most significant transactions and highlights for the period are detailed in the CIB section atthe end of this report.HighlightsBBVA made significant progress in developing a multi-channel model designed to be a pioneer inthe industry. The most outstanding points include:• Transformation of the physical distribution model, giving rise to the opening of the “flagship”branch. This is a new concept that consists of large branches with specialized sales forcesthat are able to provide personalized advice. It will also have a marketing area to increaseloyalty and attract new customers. The space aims to be a center for experiences that willinclude exhibitions, talks and other possible activities. The new model of physical distribution iscomplemented with a smaller and simpler “EasyBank” branch, designed to meet the most basicfinancial requirements. The model of customer relations in this branch is leveraged onself-service, but without losing the feeling of approachability and convenience.Highlights in corporate responsibility include:• The Territorios Solidarios (Solidarity Territories) project. This program offers BBVA employeesin Spain the chance to participate actively in the selection and granting of aid to social projectscarried out by non-profit organizations. In 2012, 202 projects received funding of €1.9m in all,with a maximum of €10,000 for each project.• Adherence to the Code of Good Practices.• BBVA also maintains its commitment to the communities where it operates. One example isthe launch of the 3rd “Valores de futuro” (Future values) educational program, which aims topromote financial literacy in Spanish schools and instill values such as prudence, responsibilityand solidarity.A number of awards and special mentions were received, of which we may highlight:• BBVA Spain was recognized as the Best Global Bank at the 2012 awards organized by the Britishpublication The Banker, which is part of the Financial Times group. The magazine highlightedBBVA’s capacity to continue growing organically by making the most of the opportunitiesarising from the restructuring of the Spanish financial sector. In the current adverseenvironment, the Bank has continued to increase its customer base and win market share inpayroll and pensions.• The Private Banking unit has been named the best private bank in Spain for the third year in arow at the 2012 “Global Banking Awards”, granted each year by The Banker magazine.148 Business areas