Disciplines

Research
Marketing Strategy
Brand Engagement
Information Design
Copywriting
Value Proposition

Citigroup said:

Our visibility has increased in the market and this reflects much of your effort. I remain convinced that our advertising is more effective than rival products.

Martin Cannings
Product Manager
Citibank Commercial Cards

An unsurpassed global reach

Citigroup has the world's largest financial services network, spanning 107 countries with approximately 12,000 offices worldwide. The company employs approximately 358,000 staff around the world, and holds over 200 million customer accounts in more than 100 countries. It is the world's largest bank by revenues as of 2008. Citi is also one of the top 20 most valuable brands in the world.

Creating a more compelling and competitive positioning

Manifest was appointed by Citi to identify why the Citibank Corporate Card, which uniquely can produce a single global expense data file, was missing out on tenders with a resulting shortfall in sales. It was agreed that the product urgently needed to be repositioned in its market and aggressively promoted to key decision makers in target multinational corporations. Our work comprised:

• Audit of pitch, marketing and sales materials
• Salesforce needs analysis
• Communications strategy
• Strategic messaging
• Development and execution of advertising campaign
• Development of sales support collateral

A measurable growth in sales

Citi reported a significant growth in sales following the implementation of our product positioning and collateral. In particular, Citi reported that the advertising campaign substantially increased awareness of their Corporate Card offering and visibility of Citibank's ability to deliver an outstanding global service.