Sergiu Mircea, Executive Director Marketing & Communications at Banca Transilvania, made some statements for Forbes about bank's marketing approach:

• Much of people's lives have moved to their phones. They spend more and more of their time digitally and solve many of their problems over the phone, including transactions with commercial banks. Banking has gone digital. Its presence among Romanians' favorite apps is one of the two important pillars supporting the communication and marketing activities of Banca Transilvania. "If we want to be on people's phones, we have to be a fashionable bank," says Sergiu Mircea.
  
  
• The second pillar starts from the bank's positioning: "a purpose-driven company, which has significantly stronger values than working for shareholders or for the usual stakeholders of a company", emphasizes the marketing director. As such, communication campaigns aim to build and sustain a modern brand with a strong digital presence, customers to take pride in the BT app on their phone and a banking institution with a strong community involvement, the entire marketing and communication activity in 2024 was, as in previous years, built on these two pillars.
  
  
• Local specificity is a value that Banca Transilvania promotes as a Romanian brand, being closer to Romanians. Another value is the special culture based on the principle of decentralization. Sergiu Mircea explains: "Although it is a very large company, with 11,000 employees, Banca Transilvania has a special culture, which starts from the fact that our people enjoy autonomy to solve customer problems. This value is reflected more internally, because we give a lot of autonomy to our colleagues."
  
  
• In a very noisy world, business communication has become complex and difficult. Sergiu Mircea believes that brands that communicate with sincerity and authenticity manage to overcome the noise in the public space. "I think the most effective solution is authenticity. To take a very good look inside yourself, to see what your competitive advantages are, what differentiates you, the company, and to communicate these advantages as honestly and authentically as possible," says Sergiu Mircea.