Citi, the leading global financial services company, announced the launch of its new global, corporate brand identity advertising campaign. The new integrated media campaign, with the theme “Let’s Get it Done,” debuted in major broadcast, print and online media around the world over the weekend of May 6 and 7. In addition to the new tag line, the campaign makes strong use of Citi’s symbolic red arc, which serves as a visual metaphor for connecting human aspirations to realities.
The ads, featuring scenarios such as buying a house, merging a company and graduating from college, show that Citi is ready to help companies, organizations and individuals achieve their financial dreams and goals. An underlying theme of the campaign is that Citi’s outstanding array of financial products and services can drive its clients towards financial success.
“At Citi, our clients always come first,” said Charles Prince, Citi chairman and CEO. “We are passionate about making a positive difference in the lives and futures of millions of people, organizations and communities around the world, and we wanted our corporate brand advertising to demonstrate our commitment to that.”
“In talking with our clients, from large companies to individuals, we found people strongly believe a financial services company can help them achieve success,” Prince said. “But they said it was very important that it be done ‘with’ them and not ‘for’ them – they want a skilled financial partner to be with them in the driver’s seat. That’s the message we want reflected in this campaign.”