Igor Vukasović has been performing the role of Addiko Bank Croatia’s (former Hypo Alpe-Adria-Bank) Corporate Communications Director/Manager since 2011.
During 2015/2016 he also had an extended role, and as Head of the Group Corporate Communications oversaw the communication operations in Croatia, Slovenia, Serbia, Bosnia-Herzegovina, Montenegro and Austria, and was in charge of the communication aspect of the Group privatization and rebranding.
Over a decade ago he started his career in PR agency Maksima komunikacije, before joining one of the leading Croatian PR agencies Millenium promocija. He specializes in strategic consulting, corporate and crisis communications, reputation and brand management and product PR.
He graduated journalism from the Faculty of Political Sciences in Zagreb, completed a Business Learning Excellence for Development Leadership and Management program at IEDC BLED School of Management and an ‘Integrated Approach to PR’ London School of Public Relations licensed program, and is currently undergoing a PhD program.
He is a published author of several academic papers and articles dealing with the topic of corporate communications, brand, reputation and destination management.
Since 2009 he is a permanent guest lecturer at the Faculty of Political Sciences, and as of 2014 a professor at Edward Bernays, Communication Management School.
The Challenging Task of Rebranding a Bank – The Addio Bank Case
Reputation and a brand are likely two of the most important corporate assets which play a significant role in the company’s success or demise. The presentation will focus on the rebranding of the former Hypo Alpe-Adria-Bank into Addiko Bank, with the Addiko brand being an elementary part of the business strategy, corporate repositioning, and marking a fundamental change for the Bank, both in terms how it does business also how it communicates.