Citi launches new brand, ad campaign

By Jeremy M. Simon

Citigroup launched a new brand identity and advertising campaign in the U.S. on May 6, 2007, featuring the theme "Let's Get it Done."

The campaign was developed by the Seattle office of Publicis Groupe SA, which will also take over Citi's sizable consumer advertising account from Fallon in Minneapolis.  

The new tagline and ad campaign mark Citi's first global branding effort since it was established almost a decade ago.

Sources close to the matter say that the campaign, which includes ads on TV, the Internet and in major publications across 10 markets, will cost up to $30 million for the first two months. 

Starting in January, Citi brought research from its rebranding effort to meetings with representatives from Fallon and Publicis, with the goal of creating a campaign that would be suitable for retail and credit card customers, major advertisers, and investment banking clients.

Citi executives eventually settled on Publicis for management of both the global brand campaign, which will run in May and June, and a larger subsequent campaign.

The new Citigroup campaign comes soon the heels of Bank of America's overhaul of its brand advertising earlier this year, with the slogan "Bank of Opportunity."

Published: June 1, 2007

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