Citi takes a city-focused approach in China

Citi, the financial services provider, is taking an increasingly city-centric focus both in China and around the world.

Citi takes a city-focused approach in China

Geoffrey PrecourtWarc

Current estimates suggest there are ten cities in the US with a population of more than one million people. By comparison, there are 160 (and counting) such urban centers in China. For that reason alone, it makes sense for Citigroup - or, more familiarly, Citi - to have a significant presence in the market.

"The speed of change in China is staggering," Anthony Michelini, global director, strategy and insights, for Citi's Global Brand Team, told an Advertising Research Foundation (ARF) panel on "Understanding the Chinese Consumer".

And the particular manifestation...

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