Situation Challenge Insight Campaign     Citigroup – Books Citigroup Global Corporate and Investment Banking (GCIB) wanted to position itself as the leader of its class in terms of knowledge and breadth of service. To find a platform that could showcase Citigroup’s unparalleled products and services as well as uniqueness. The idea needed “arms and legs” to convey the multi-faceted nature of GCIB in Asia Pacific. We used books as a metaphor for boundless knowledge. From there we created a campaign highlighting Citigroup’s many banking solutions. A series of over eight executions reinforced Citigroup GCIB as a visionary bank, a leader, award winner and responsible corporate citizen, appearing in trade publications across Asia Pacific.
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