As Citigroup reached its 200th anniversary this year, it had a lot of work to do on a brand that had just recovered from the global financial crisis. When chief brand officer Dermot Boden joined in 2011, he faced many challenges.
Richard Doe, chief executive of ING Direct, explains customers’ attitudes towards multichannel banking.
Having come from artist management, label and music production (Sanctuary Group) as well as a major label (Sony Music, Europe), now working for marketing agency Anomaly, I thought I would add some thoughts to your article The Sound of the Crowd.
As most people start to wind down for the festive break, this week my brand has commissioned a major marketing campaign for the New Year. This is great news in many respects (not least for the new business development director at the said agency, looking to close the year with a big win). However, what is interesting is that the campaign has largely been initiated by certain members of my board, who are not entirely accustomed to the vagaries of how a campaign is developed, the role of the various players (from planner to art director to suit), and quite what to expect as a result. But, as I said, it is still great that my board want to do this sort of stuff.
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