Visa’s Martorana takes top comms role at Fortis

BRUSSELS: Fortis has poached Visa’s head of marketing strategy and communications to oversee a consumer campaign and act as corporate comms head.

Adrian Martorana joins the bank as general manager of comms, replacing Eric Bouwmeester, who has taken the newly created post of CSR general manager.

Martorana, who was on a short-term contract at Visa, arrives as Fortis pursues an increasingly expansive acquisition strategy. 'My role is to oversee a reinforcement of Fortis's corporate identity, including a drive to represent all brands under the Fortis name,' he said.

Belgium's Bank van De Post, the Netherlands' Direktbank and DisBank – all owned by Fortis – are set to adopt its  moniker.

'The Netherlands' MeesPierson remains the exception because it has such a strong brand presence in that area,' said Martorana, who will assess its agency support needs.

Financial Dynamics handles UK financial comms, while Publicis PR & Corporate Communications does corporate branding and campaign work.

Fortis CEO Jean-Paul Votron has overseen a series of acquisitions, such as DisBank. Martorana said his role was initially to establish Fortis as a major player in Europe, where a recent marketing drive includes an airport ad campaign and branded livery on trains.

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