Citi launches new brand, ad campaign
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."
- The complete guide to saving money on your commute – Credit card rewards, employer reimbursement and other commuter tips can help you save money ...
- How NOT to teach kids responsible card use – Children are observers and parents unwittingly tend to do things just about guaranteed to show kids exactly what not to do with credit cards ...
- Guide: How to save money on landscaping for your yard – Our ultimate guide to saving money on landscaping looks at the costs and benefits of flood- and drought-resistant projects, urban landscaping and gardening and how you loyalty programs and credit card rewards can cut your costs ...