Sergiu Mircea, Executive Director, Marketing & Communications — remarks at the BRANDRO conference, organized by BIZ magazine, and at the announcement of the ranking The 50 Most Powerful Romanian Brands 2022, which also includes Banca Transilvania:

How much it matters to be a Romanian brand

• It matters a lot; being a Romanian bank is defining for us. When we were a small bank, it was more of a constraint, but now we’re an example of a successful brand. Scale brings flexibility, a strong build around values, and our anchors of stability and trust help us.
• For any local brand, the beginning is harder: you start out facing preconceptions, and people don’t trust you.

How communication has changed after the pandemic

• Communication is a challenge. It’s hard to tell whether certain changes are linked to the pandemic period or to this year’s turbulence.
• There are shifts in communication because everything happens faster, and adaptation and speed of response are a must.
• At BT, a few years ago we moved from large campaigns that ran on traditional channels to smaller, more targeted ones. Technology and new channels help us because they let us generate content much faster. It also helps that we’ve built our own in-house capabilities — from design, video and analytics to online marketing. On some projects we also fully outsource to agencies, and we’re getting good ideas from them.

#SefacelaSTUP

• STUP is our newest brand; it’s a physical and online space where we provide advice for businesses, and it’s also a place for events and networking. We’ll adapt the STUP concept in real time, based on what entrepreneurs need.

Why we need local brands

• We need success stories to inspire us to move ideas and the economy forward.

What the bank is preparing by year-end

• A lot 😊. Commercial campaigns, brand-building campaigns, and campaigns related to our sustainability approach.