Citi

Jennifer Breithaupt, Global Consumer Chief Marketing Officer
Krista Phillips, Head of Global Brand Management and Insights
Tad Ehrbar, Head of Global Media, Social and Content

Publicis North America *Lead Agency

Jon Sellman, SVP, Global Brand Strategy
Jennifer Breithaupt, Global Consumer Chief Marketing Officer
Kim O'Connor, SVP, Media
Krista Phillips, Head of Global Brand Management and Insights
Ursula Castrillon, SVP, Brand & Advertising
Tad Ehrbar, Head of Global Media, Social and Content

Spark Foundry

Carla Serrano, Chief Executive Officer
Jim Kotulka, EVP, Executive Creative Director
Lea Mastroberti, VP, Group Account Director
Mick McCabe, Chief Strategy Officer
Andy Bird, Chief Creative Officer
Sharif El Rabiey, VP, Group Account Director
Chris Rayner, Global Client Leader
Gabriela Avila, Strategy Director
Rikki Schechter, Account Director
Ryan McHardy, Head of Strategy and Planning Publicis OneTeam
Paul Renner, EVP, Global Executive Creative Director
Francis Anderson, Managing Director
Thomas Cashin, EVP, Group Account Director

Our objective was to cut through a sea of sameness in banking apps to drive download and usage of the Citi Mobile® App. We doubled our goals of increasing digital acquisition by 5% and mobile app users by 15%.Beyond exceeding our numbers, we struck a cultural chord. We gave people what they were looking for: an app that would reconnect them to the important things in life. By doing so, we consequentially increased Citi’s brand preference with a lift of 6 points for cards and 7 points for bank.