Banca Intesa Repositions Its Brand Under the Group Slogan “Bank on the Right Advice”

Banca Intesa, a member of the Intesa Sanpaolo Group, has launched a brand repositioning campaign under the Group slogan “Bank on the Right Advice”, which will be implemented across all members of the International Banks Division in Central and Eastern Europe, as well as in Egypt. Through this repositioning, the Bank provides a strategic response to the change of clients’ expectations regarding support in making important financial decisions, in line with the practice of its parent Group, which holds a leading position in Europe in the field of Wealth Management and Protection.

In the Intesa Sanpaolo Group Business Plan for 2026–2029, the International Banks Division is recognized as a key driver of sustainable growth, through the expansion of advisory capabilities aimed at improving the management of Wealth management across these 12 markets.

“In a world of rapid technological developments and accelerated digitalization, our ambition is to offer a more human approach to banking – to be accessible and understandable, to recognize needs, and to provide answers to the diverse life situations our clients may face. Through this process, we are further strengthening a brand that combines modern technological solutions with trust, empathy, and personal relationships, because we believe that the future of banking is not only digital, but also human,” said Sandra Lazarević, Head of External Communications Department.

The new positioning slogan, “Bank on the Right Advice,” plays on the cultural phenomenon of “advice overload”, the constant flow of unsolicited and often unreliable suggestions people encounter on a daily basis, presenting professional financial guidance as a trusted alternative.

The integrated communication campaign accompanying the repositioning was developed by the Intesa Sanpaolo Group in cooperation with the creative agency Le Pub Italy, part of the Publicis Group.