Citi: Now that you see me

Citi, an American bank, launched True Name, allowing customers in the United States to use their self-identified chosen first name on eligible Citi credit cards without having to undergo a legal name change.

Campaign details

Brand: CitiBrand owner: CitibankLead agency: Publicis New York, Spark FoundryCountry: United StatesIndustries: BanksMedia channels: Content marketing, Newspapers, Online display, Online video, Outdoor, out-of-home, Public relations, TelevisionBudget: 1 - 3 million

Executive summary

In October 2020, Citi partnered with Mastercard to became the first major U.S. bank to launch the True Name feature, providing customers the ability to use their self-identified chosen first name on eligible Citi Branded credit cards (an option traditionally only available to those who underwent a legal name change) and across customer...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands