Citigroup Inc.: Live Richly campaign
Bridget KerrOVERVIEW
Note: Also see essay for Citibank.
Citibank, a subsidiary of Citigroup Inc., the largest financial-services company in the world, offered consumer and corporate banking services through some 1,400 offices in more than 40 countries. In the early twenty-first century, amid a strong U.S. economy, Citibank initiated research for an advertising campaign to promote its personalized services, attract financially savvy consumers seeking options for investing their new wealth, and strengthen brand recognition. With the help of newly hired advertising agency Fallon Worldwide of Minneapolis, Citibank launched the "Live Richly" advertising campaign in 2001....