Citi strikes the right note with music partnerships

This event report outlines how Citi, the financial services group, has tapped into music partnerships to boost a range of brand metrics.

Citi strikes the right note with music partnerships

Stephen WhitesideWarc

Jennifer Breithaupt has a clear marketing mission.

"I'm in charge of brand love at Citi," she told delegates at Advertising Week 2016 in New York City. "So, [I am] on the front lines with our customers, making them like us a little bit more than they could have the day before."

While defining this challenge is easy, solving it undoubtedly is not. Why? Because consumers typically regard savings accounts, credit cards, and similar offerings as low-interest, highly-complex products that possess instrumental – rather than emotional – value.

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