CLIENT
Citigroup, Inc.
Mark Ingall, Dir. of Strategic Media
Jennifer Lindauer, VP Dir. of US Cards Mktg.
Anne MacDonald, Head of Global Mktg.
Brad Jakeman, Dir. of Global Mktg.
Todd Harvey, VP of North American Advertising
Tim Teran, Dir. of Global Consumer Insights
AGENCY
Spencer Baim, Account Planner
Danya Tepfer, Media Supervisor
David Lubars, Pres. & Exec. Creative Dir.
Dean Buckhorn, Copywriter
Laurel Flatt, Account Dir.
Dan Sutton, Worldwide Planning Dir.
SUMMARY
Despite being the country's #1 card issuer, Citi found itself suffering the effects of commoditization. Challenged to break-out of the rates and fees game, the resulting campaign gave consumers a reason to care about a brand they'd probably never even noticed. Answering consumers desire for a partner to help them use their cards wisely, Citi launched the "That's Using Your Cards Wisely" campaign. In addition to demonstrating advertising's potential to drive the business, the effort began the process of redefining the brand as a credible consumer advocate in a category full of self-interested companies.
