Citibank’s Agency Review, Halted Last Year, Resurfaces

Citibank, which began a search for an agency to create a global branding campaign last October and later called it off, has resumed discussions with contenders, sources said.

Brian Ruder, Citibank’s new executive vice president of global marketing, has been meeting with agencies to hear creative presentations.

Agencies that presented work to Ruder were roster shops J. Walter Thompson, Lowe & Partners/SMS and Foote, Cone & Belding, all in New York. Agency executives declined comment. Citibank executives, who have been discussing whether to proceed with a global campaign, could not be reached.

‘They’re definitely going to go to some next stage,’ said one source. A global branding campaign would be a first for Citibank, an effort sources said could get more than $100 million in ad support. –Jennifer Comiteau

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