Citibank Reviews Account at Y&R

Five Contenders Pitch $150-170 Mil. U.S. Ad Business NEW YORK--Five agencies have emerged as challengers to incumbent Young & Rubicam in Citibank's review of its U.S. ad account, which agencies have been told is worth $150-170 million, sources said. Contenders for the business, which Y&R is defending, are Fallon McElligott, Minneapolis; TBWA\Chiat\Day, Playa del Rey, Calif. and New York shops Merkley Newman Harty, Kirshenbaum Bond & Partners and Messner Vetere Berger McNamee Schmetterer/Euro RSCG, sources said. Citibank is seeking a shop to create both service-specific and broader, brand-image ads, a representative said. Both creative and media duties are in play. The media incumbent is Y&R's The Media Edge, here. Confirmation of the review came more than a month after sources said its marketing executives had first approached shops [Adweek, March 13]. Citibank is said to be unhappy with Y&R's performance, three years after the bank consolidated what was then $800 million worth of global business at the New York shop. The agency has produced no corporate-image work, as expected and just a trickle of tactical spots. Instead, the client has relied heavily on direct marketing, also handled by Y&R through sister shop Impiric (formerly Wunderman Cato Johnson). Those duties--both in the U.S. and abroad--as well as traditional ad duties outside the U.S.--in Asia, Latin America, Europe, the Middle East and Africa--are not part of the review, the client said. The process is being managed by Anne MacDonald, who steers global marketing for Citibank's consumer units. Another key player is Brad Jakeman, director of global advertising. Citibank executives will meet with the shops in the coming weeks. A creative shootout is planned, with pitches scheduled in June, according to sources. In a statement, MacDonald said the review was triggered by a "new and increasingly sophisticated mix of businesses" created by Citibank's mega-merger with Travelers Group. "The marketing challenge is more complex than ever. . . . We therefore need to assess how best to communicate the broad capabilities of this new consumer entity." In the same statement, Y&R Inc. CEO Tom Bell said he was "proud" of the work his agency had done for the bank, adding, "We look forward to continuing to contribute ideas and communications programs that build Citibank's business." The challengers are a mix of roster shops and agencies with creative reputations that are open in the category. Merkley handles advertising duties for sister brand Travelers Insurance and parts of Citigroup, the parent that includes Travelers, Citibank and Salomon Smith Barney. KB&P, which lost consumer business to Y&R in the consolidation, still handles Citibank's AAdvantage credit card. Another roster shop, McCann-Erickson Worldwide, handles rival Deutsche Bank AG, according to sources.K

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Citibank Reviews Account at Y&R

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