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After a year off, red umbrellas are popping up all over in Merkley Newman Harty & Partners’ new campaign for Citigroup.
The umbrella, a corporate icon that last year was only visible in Citigroup’s logo, appears frequently in five TV spots that broke last week. There’s also a new tagline: “This is Citigroup.” (The old tag: “Lead. By example.”)
One spot, “Stability,” shows a series of images, such as the Brooklyn Bridge and a farmer sickling wheat—each of which includes an individual holding a red umbrella.
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