CLIENT
Citigroup Inc.
Anne MacDonald, CMO- Global Consumer Group
Brad Jakeman, Managing Dir. of Global Advertising
Todd Harvey, VP of North American Advertising
Tim Teran, Managing Dir. of Global Consumer Insights and Information
Mark Ingall, Managing Dir. of Global Strategic Mktg.
AGENCY
Laurel Flatt, Group Account Dir.
Murray Hardie, US Planning Dir.
Jennie Moore, Account Executive
Steve Driggs, Creative Group Dir.
Bob Barrie, Art Dir.
Susan Treacy, Copywriter
Wunderman
mediaedge:cia
SUMMARY
With literally hundreds of available reward programs, consumers had become increasingly disenfranchised by the rewards game, especially because of the accumulation and redemption restrictions and unattainable point thresholds. Enter Citi PremierPass: a credit card based on the premise that points are good and that you should be able to earn them rapidly and spend them freely. This was a matter of simplifying the complexity of reward programs and converting skeptics into believers.
