Sergiu Mircea, Executive Director, Marketing & Communication at Banca Transilvania, made a few statements to Forbes about the bank’s marketing approach:

• Much of people’s lives has moved onto the phone. They spend more and more time online and handle many tasks on their phones, including day-to-day banking. Banking has moved online. Being among Romanians’ favorite apps is one of the two key pillars that support Banca Transilvania’s communications and marketing activities. "If we want to be on people’s phones, we need to be a fashionable bank," says Sergiu Mircea.
  
  
• The second pillar stems from the bank’s positioning: "a purpose-driven company, with values that go significantly beyond simply working for shareholders or the usual stakeholders of a firm," notes Sergiu Mircea. As a result, its communications campaigns aim to build and sustain a modern brand with a strong digital presence, to make customers proud to have the BT app on their phones, and to be a bank deeply involved in the community. All marketing and communications activity in 2024, as in previous years, has been built on these two pillars.
  
  
• The local angle is a value that Banca Transilvania promotes as a Romanian brand, staying close to Romanians. Another value relates to a distinctive culture rooted in the principle of decentralization. Sergiu Mircea explains: "Although it is a very large company, with 11,000 employees, Banca Transilvania has a distinctive culture that stems from the fact that our people enjoy the autonomy to solve customers’ problems. This value is reflected more internally, because we give our colleagues a great deal of autonomy."
  
  
• In a very noisy world, corporate communications have become complex and difficult. Sergiu Mircea believes that brands which communicate with honesty and authenticity manage to cut through the noise. "I believe the most effective solution is authenticity. Look closely within, identify your competitive advantages — what truly sets your company apart — and communicate those advantages as honestly and authentically as possible," says Sergiu Mircea.