Media release 17/03/2026

“Bank on the Right Advice” new brand positioning of Intesa Sanpaolo Banka

Sarajevo, [17th March 2026] – Intesa Sanpaolo Banka, part of the Intesa Sanpaolo Group, announces the launch of the new brand positioning “Bank on the Right Advice” campaign, which will be rolled out across all the Group’s International Banks operating in Central and Eastern Europe and Egypt. 

The new brand positioning reflects Intesa Sanpaolo’s recognized leadership in Europe in Wealth Management and Protection. The Group’s 2026–2029 Business Plan identifies the development of the International Banks Division as a key driver of sustainable growth, with the expansion of advisory capabilities as a central element of the strategy.  

A detailed roadmap sets out the expansion of advisory networks across the Group’s International Banks in Bosnia and Herzegovina, Slovenia, Slovakia, Croatia, Serbia, Hungary, Romania, Albania, Moldova, Ukraine, the Czech Republic and Egypt, supporting the development of Wealth Management and Protection in these markets. 

Within this framework, Intesa Sanpaolo Banka strengthens its commitment to delivering high-quality financial advice to Retail and Corporate clients in Bosnia and Herzegovina, combining digital innovation with human expertise.

The creative concept of “Bank on the Right Advice” plays on the cultural phenomenon of “advice overload” — the constant flow of unsolicited, often unreliable recommendations people encounter daily — positioning the Bank’s professional guidance as a trusted alternative.

“Our role is to support our clients in their financial decisions as a trusted financial partner, providing clear, responsible and tailored advice within a long-term relationship.
Our aim is to create sustainable value for our clients by leveraging the Group’s internationally recognized advisory expertise”, said Michele Castoro, President of the Management Board of Intesa Sanpaolo Banka. 

The integrated communication campaign supporting the Bank’s positioning was developed centrally by the Group in collaboration with the creative agency Le Pub Italy, part of Publicis Groupe. The campaign will be rolled out across all 12 countries progressively starting from March 16th. 

In Bosnia and Herzegovina, the campaign will run across TV and social media channels to ensure broad reach and strong visibility. At the heart of the campaign is a high-quality TV production that includes a brand positioning film alongside five product-focused adaptations, enabling Intesa Sanpaolo Banka to connect the broader positioning to specific customer solutions.