Key Insights

In a world where audiences demand authenticity rather than declarations, the most successful brands are those that clearly understand what they stand for and consistently demonstrate it. My experience shows that without proper market research, even the most creative idea risks being irrelevant. Branded content then answers specific questions, not generic expectations. When people feel that our content simplifies their life, educates, inspires, or empowers them, they willingly engage and become part of our brand story.

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Signature Work Achievements

Petra Bašić Jantolić is the Managing Director of Retail SME at Addiko Bank Croatia, with more than 15 years of experience in management positions in the areas of retail and small business operations, banking product and service development, client relationship management, and marketing communications. Petra skillfully applies knowledge of banking processes and technological solutions, keeping in mind the strategic goals of a digital bank, the strict regulatory framework of the banking industry and the needs of today's consumers.

She sees financial literacy as a necessary tool for a stable and secure future and is committed to raising the level of financial &digital literacy of citizens. In 2025, under her leadership, Addiko Bank launched the socially responsible project "Loudly about Money" aimed at pushing the boundaries of the entire society in thinking and talking about finances.

Petra serves as the voice of Addiko Bank on topics related to financial literacy, consistently advocating in the public sphere for breaking the taboo around money. Through numerous branded content initiatives, presentations, panel discussions and podcasts, she has contributed to strengthening Addiko’s position in this area. Under the Addiko brand, she has continuously encouraged and empowered the public to recognise that open conversations about money with family and close ones can improve awareness of financial management and ultimately lead to a better quality of life

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Career Lessons

Brands no longer win only through budget size, but through purpose, clarity, and the values they embody in every interaction. For me, authenticity is essential.

Audiences connect more deeply when they can see the whole person behind the message, engaging with both the individual and the brand through meaningful, relatable content.

Fortunately, the branded content industry today offers a rich ecosystem of creative formats and platforms that allow brands to express their stories in diverse and compelling ways. In my view, branded content provides brands with a unique opportunity to tell their story in a way that is both genuinely authentic and refreshingly original.