Various Services Touted Via “Where Money Lives’ Tag
NEW YORK-Young & Rubicam will import a global tagline for Citibank via a series of service-specific ads, the first of which breaks this week. There are still no plans, however, for an overall brand image effort for the $800 million client.
The first ad will tout a checking account that automatically transfers money into savings, according to sources.
The 30-second spot will employ a tagline that Y&R developed for ads outside the U.S.: “Citibank. Where money lives,” sources said.
During the summer and fall, Y&R will roll a series of ads featuring retail bank and credit card offerings. The approach will vary from spot to spot, but the ads will share the “Where money lives” line.
Y&R landed the global account in August 1997, after the New York client decided to consolidate its advertising and below-the-line duties at Y&R Inc. The lack of an umbrella effort since then has been conspicuous.
But a corporate image effort was never the intent, a source said. “I don’t think [Citibank has] ever been interested in doing the sort of sweeping sparrows-in-St.-Mark’s-Square” type of advertising, the source said.
Y&R referred questions to Citibank.
Marketing executives at the New York client were traveling last week and could not be reached.
Y&R’s work so far has included a tactical campaign tied to an Elton John promotional tour and the launch of the Driver’s Edge and Sony credit cards.
The new work arrives amid continuing management shifts at parent Citigroup. Last month, William Campbell, co-chief executive of its global consumer business group, left to pursue other interests. Campbell played a pivotal role in the decision to consolidate advertising at Y&R. His duties will be absorbed by co-chief Robert Lipp. ƒ