Citibank Won Over by Simplicity

Fallon’s Financial-Health Idea Beats Out TBWA\Chiat\Day
NEW YORK–It was a simple, yet versatile idea that enabled Fallon to capture Citibank’s U.S. ad duties, an account that’s expected to grow to $150-170 million in annualized billings.
The idea revolved around financial health and how the bank helps consumers achieve financial well-being, sources said. (Fallon declined comment, and the client could not be reached.) The work is expected to become the basis for the Minneapolis agency’s first campaign.
The strategy of fellow finalist TBWA\Chiat\Day was strikingly similar–“financial fitness”–but its execution differed, sources said.