CLIENT
Citigroup Inc.
Anne MacDonald - CMO, Global Consumer Group
Brad Jakeman - Managing Director, Global Mktg.
Mark Ingall - Managing Director, Global Strategic Mktg.
Francesco Lagutaine - VP, International Advt.
Tony Michelini - VP, Consumer Insights
Tim Teran - Managing Director, Global Consumer Insights
AGENCY
Magnus Blair - Global Planning Director
Steve Driggs - Group Creative Director
Nicole Schmidt - Acct. Supervisor
David Sigel - Group Acct. Director
Etienne White - Global Acct. Diretor
Wunderman
mediaedge:cia
SUMMARY
Citi needed to build its brand effectively, consistently and globally. The universal truth that ___there's more to life than money__ appealed to a large segment of consumers regardless of nationality or demographic. Coming from a bank, this message was unexpected, leading to advertising that easily crossed borders, built a stronger brand connection with consumers and ultimately grew the business in every country in which it was executed.
