Cohn&Jansen signs the George Business launching campaign
Cohn&Jansen announces the launch of the communication campaign for George Business, the new BCR ecosystem dedicated to Romanian entrepreneurs. Designed around the real needs of the business environment, George Business brings together an intelligent, 100% digital interface, a solution-oriented team, packages and support adapted to the specifics of each industry, as well as Financial Health tools, which provide a relevant diagnosis of the business.
With this launch, BCR continues a history of solid partnership with the private sector in Romania and affirms, at the same time, a new attitude: a firmer commitment to meeting the needs of entrepreneurs, including in difficult contexts.
The launch campaign starts from a local truth: for Romanian entrepreneurs, big challenges are not the exception, but part of the journey. In an environment marked by pressure, change and uncertainty, entrepreneurship requires courage, resilience and endurance. And in such a context, it matters a lot to know that you are not alone.
This is where the creative platform of the campaign, “Pregatit pentru orice” (Ready for Anything) was born – a campaign about confidence, which speaks equally about entrepreneurs who need to feel prepared for whatever comes next, challenge or opportunity, and about a bank ready to respond with relevant solutions, regardless of the challenge.
To give shape to this promise, the campaign builds a parallel between entrepreneurship and endurance sports. Open water swimming, where direction must be maintained in an unpredictable environment, or rallying, where every decision can radically change the course, become metaphors for the way entrepreneurs run their businesses: with lucidity, resilience and the ability to move forward even when the route changes on the fly.
Mihai Fetcu, Creative Director, Cohn&Jansen: “Entrepreneurship in Romania is like an endurance sport. We looked at Romanian entrepreneurs as people who run tough races every day, in rarely ideal conditions. And we know that in endurance sports, a winning mindset is not always enough. You need a strong support team and real-time solutions. Most of the time, the difference between the podium and the rest is made by this team, almost intimately connected to you, without which you could not swim in open waters or conquer a desert. “Ready for anything” is about the confidence you gain when you have the right partner behind you.”
The campaign execution develops this promise in a visual universe built around endurance, performance and timely decisions. Key visuals and product films concretely translate the idea of “prepared for any decision”, starting from real business challenges and connecting them with the solutions offered by George Business and the support of the team behind the platform.
Alina Floroian, Group Account Director, Cohn&Jansen, states: “George Business was an important project for us, not only due to the size of the launch, but also due to its relevance for the entrepreneurial environment in Romania. We worked on a large campaign, coherently built in multiple touchpoints, so that the brand promise remained clear and strong in each execution. From the strategic and creative platform to the implementation in various communication formats and contexts, the goal was to build a launch with consistency, impact and real relevance for entrepreneurs.”
The campaign includes: video ads, radio, OOH, special projects, internal communication, launch events, digital, social media, PR, POSM.
Catalin Lupoaie, Senior Brand Manager – EXPERT DIGITAL BCR, says: “The George Business campaign speaks to the reality behind any performance: no one succeeds alone. Just as endurance athletes rely on a team, strategy and constant support, entrepreneurs also need the right tools and partners to move forward with confidence. George Business, the smart banking platform for SMEs and large companies, offers them real-time access to financial data, more operational control and support in strategic decisions, and BCR comes to this ecosystem with expertise, clarity and support. Because when you have visibility and the right support, you are ready for anything.”
From BCR, the team included: Bogdan Cernescu – Head of Corporate Banking, Cătălin Bălăceanu – Product Owner George Business Lab, Bogdan Toma – Chapter Lead, Ionuț Stanimir – Executive Director Marketing and Communication, Cătălin Lupoaie – B2B Marketing Manager, Oana Constantinescu – Content Marketing Manager, Irina Ghineț – Communication Specialist, Gabriela Sion – Brand Manager, Radu Iason – Digital Campaign Manager, Eliza Rusu – Digital Campaign Manager, Adela Stoicescu – Corporate Communications Expert, Delia Gafton – Internal Communication Expert, Adrian Stanciu, Merchandising Expert
The following contributed to the campaign from Cohn&Jansen: Mihai Fetcu – Creative Director, Diana Voinea – Senior Copywriter, Cătălin Grigore – Senior Art Director, Tudor Deleanu – Senior Art Director, Gabriela Gheorghe – DTP, Virgil Ghelmeci – DTP, Alina Floroian – Group Account Director, Delia Bîrsan – Account Manager, Andreea Țapu – Account Executive, Arina Stoenică – Client Service Director, Raluca Diaconu – Senior Strategic Planner, Diana Crâșmariu – General Manager & Head of Strategy, Cristian Dobre – Production Director, Ionut Grigoruță – Production Manager, Ilinca Dumitrescu – AV Director.