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.