The Americans at Citibank have decided to gain visibility in big cities, with the intensive street advertising from the northern area of Bucharest and up to Piaţa Unirii square being more than just a superficial campaign, a strategy based on technology and innovation, says Luis Tomassoni, head of retail at the local branch of the financial giant.

"We definitely want to attract more visibility, but behind these moves there is an entire strategy that will be apparent both in terms of us realigning our distribution, and in our offer of services whereby we want to gain clients."

He specifies, however, that Citi remains focused on the segment of individuals with average and above average income.

"We are already at the stage where investments are very apparent, from the digitised agency inaugurated in January in Băneasa, in an area with very high traffic to the move of the Timişoara branch to a new location in the central square and to a completely remodelled and expanded agency in Constanţa, where we will incorporate the latest technology. All this is part of a coherent distribution strategy."

For instance, the cash dispenser that allows for both lei and euros to be withdrawn, the first of its kind on the Romanian market, will be available in the Calea Victoriei, Timişoara and Constanţa branches.

The Americans at Citibank have decided to gain visibility in big cities, with the intensive street advertising from the northern area of Bucharest and up to Piaţa Unirii square being more than just a superficial campaign, a strategy based on technology and innovation, says Luis Tomassoni, head of retail at the local branch of the financial giant.

"We definitely want to attract more visibility, but behind these moves there is an entire strategy that will be apparent both in terms of us realigning our distribution, and in our off