OTP Bank – Landing the Optimal Positioning Across Markets
A single, culturally credible brand positioning that gave OTP the confidence to unite seven diverse Central and Eastern European markets.
Method Toolbox
- Cross-Market Workshop, Expert Interviews, Focus Groups, In-Depth Interviews
Framing the Problem
OTP Bank needed a unifying brand positioning that could work across diverse Central and Eastern European markets while remaining culturally credible. The challenge was to reduce complexity and assess whether a single territory could resonate at scale.
Our Approach
Working with local partners, we ran iterative research across seven markets, combining expert interviews, focus groups and depth interviews to ensure cultural nuance. We collaborated closely with Droga5 on strategic iteration throughout.
The Breakthrough
The research enabled Droga5 and OTP to commit confidently to a single brand positioning, supported by the markets. With the agency, we led a cross-market workshop that clarified where the positioning could stretch and where restraint was needed.
