20 December 2012

Building a digital Citi

Michelle Peluso

Citigroup’s consumer CMO Michelle Peluso is leaving just as the bank starts a shake-up involving 11,000 job cuts. But she is confident the digital strategy she has laid down will ensure the 200-year-old business comes out stronger and more profitable.

Branding Citigroup: reconnecting with customers

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.

The Secret Marketer on regulation

Secret Marketer

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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