The world’s most global bank

Since beginning work with Citibank in 2007, we have created client acquisition campaigns in UK, Greece, Turkey, Russia, UAE and Singapore markets.

Responding to market development

Over this time, we’ve witnessed significant areas of change reshaping approaches to marketing in financial services. Firstly, the wealth management sector continues to broaden with new providers and disruptors – as well as established brands looking to diversify.

Creating genuine market differentiation has also never been more challenging, particularly as regulatory frameworks catch-up with the new market landscape and finally, ‘the customer experience’ – with the brand and product expectations now afforded by online and mobile banking create an even greater need for coherent and consistent messaging, typified by our Citibank Global Wallet campaign.

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Bringing the product to life

The ability to automatically shop in the local currency provided the inspiration for this highly visual campaign, including digital advertising, online acquisition targeting, direct emails, social media, referral incentives, exclusive promotions and special events.

Our deep understanding of the bank’s products, processes and branding allows us to create, write and execute content quickly, working tactically and imaginatively across a range of communication touchpoints.

This approach also allowed us to closely monitor, test and optimise the performance of individual communications and assets in addition to the campaign as a whole – driving a visible increase in client acquisitions.


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