Citigroup Adds Draft FCB

NEW YORK Citigroup has added Draft FCB Group to its roster for relationship marketing on its credit card business after a review, the company confirmed.

The Interpublic Group agency here will now share that account with Wunderman in New York, a WPP Group unit; Euro RSCG 4D in Chicago, a division of Havas; and independent Graphic Systems Group here.

Those three incumbent shops competed in the review, as did non-roster agency Draft FCB.

Another non-roster shop, G2 Direct & Digital here, competed but fell short, along with some two-dozen other undisclosed agencies, per sources.

The client began the review in February in an effort to pare its direct-marketing roster from nearly 30 to four.

Sources pegged combined revenue on the credit and charge card, retail banking and consumer finance businesses (all included in the review) at about $20 million, but it could not be determined how revenue is to be divided among the four shops.

Wunderman serves as lead agency and handles global chores; the other three will work mainly on domestic assignments.

A Citigroup representative declined to comment on the revenue and provided no further details on how the work is being split.

In a statement, Citigroup’s global consumer group CMO Lisa Caputo said, “We believe we now have a true dream team in place to support our consumer businesses everywhere we operate. With this alignment of agencies, we are building on the strength and success of existing agency relationships, while adding a new agency to our list in the U.S. We have made these decisions in order to support Citi’s advertising and marketing efforts with the most efficient and best-in-class resources.”

Global and domestic advertising for the Citi brand continues to be handled by Publicis Groupe’s Fallon in Minneapolis and executed in some overseas markets by sibling Publicis.

WPP’s Mediaedge:cia continues on global media duties.

Citigroup handles approximately 200 million customer accounts in more than 100 countries. Its other brands include Citibank, CitiFinancial, Primerica, Smith Barney and Banamex.