April 1, 2006
This is Citigroup.
Since 2002, Citigroup has been running a new brand campaign with a new tagline, “This is Citigroup.”
The world’s largest financial company unveiled its new image through a global campaign that showcases the unparalleled capabilities of this vast and unique business. TV and print ads appeared in the United States, Europe, Latin America and Japan.
Citigroup Inc. is today’s pre-eminent financial services company, with some 200 million customer accounts in more than 100 countries.
Other major brand names under Citigroup's trademark red umbrella include Citi Cards, CitiFinancial, CitiMortgage, CitiInsurance, Primerica, Diners Club, The Citigroup Private Bank, and CitiCapital.
Shot in 17 cities, in eight countries on five continents, the campaign features a series of five moving and beautiful television spots along with four complementary print executions from Citigroup’s advertising agency Merkley Newman Harty|Partners (MNH|P), New York. The advertising challenge was to communicate the multiple parts of the Citigroup story (a diverse product portfolio, global reach, deep roots and stability) in a singular, powerful message.
Each ad emphasizes one or more core strengths that, bound together with the new tagline, tell the complete Citigroup story. Each commercial concludes with a compelling fact, followed by the simple yet definitive, “This is Citigroup.” This clear and consistent theme not only appeared in every ad but also in other corporate vehicles such as the cover of Citigroup’s 2001 and 2002 Annual Reports and on the company Web site, www.citigroup.com.