Citi Taps Publicis USA for Brand Effort

NEW YORK Publicis Groupe’s Publicis USA is working to create the next brand campaign for Citi, a job that had previously been handled by sister agency Fallon, sources said.

Fallon won the global duties on the account last year under a model termed “Publicis powered by Fallon,” in which the Publicis network was to “execute advertising programs under the creative development and direction of Fallon Worldwide,” according to a release issued at the time.

While the arrangement called for overseas offices to contribute to creative development, this marks the first time domestic offices of Publicis have been called in on the account.

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