Go Figure | Adweek Go Figure | Adweek
Advertisement

Go Figure

Advertisement

30

Months that Citibank's "Live richly" campaign has been running. From the beginning, the response to the work was mixed. Some were bemused, wondering why a company whose primary job is to protect people's money would suggest money isn't that important. Others were outraged. "It's one thing to run a hypocritical ad campaign. It's quite another when it hides a record as bloody and corrupt as Citi's," the Rainforest Action Network said a few years back. "[Citigroup CEO] Sandy Weill may be 'Living richly' off the spoils of Citi's merciless lending tactics. For the rest of the world, the costs are deadly." (RAN also once held a contest asking people to follow the "Live richly" theme by crafting copy and a tagline that addressed what RAN sees as Citi's unethical business tactics and facilitation of social and environmental destruction.) But now a big German investment bank is taking a page from Citi's book. James Montier, a strategist at Dresdner Kleinwort Wasserstein, recently sent a memo to clients advising them to reflect on the good things in life, have more sex, get more sleep and stop equating happiness with money. "I thought it was time that I reminded people there was more to life than watching screens every day," Montier told Reuters. But he warned clients not to go overboard. "I still need a little bit of money just to keep me happy," he admitted.