Citi Swaps Fallon for Publicis

CHICAGO Citi has moved its estimated $150 million global brand advertising account Publicis from Publicis Groupe sibling Fallon, the company confirmed.

As first reported by, Publicis had assumed creative duties on Citi’s most recent campaign.

“We have been impressed by Publicis’ ability to customize and execute advertising programs across diverse geographies and cultures,” said Lisa
Caputo, chief marketing and community relations officer for Citi’s Global Consumer Group, in a statement. “Publicis will help propel our Citi brand identity messaging and deliver strategic advertising support for our outstanding array of financial products and services.”

Fallon will continue to work with Citi in “select global markets,” Caputo said. But the account loss is a blow for the Minneapolis agency, which last year landed the consolidated global advertising duties in an agency realignment under a model termed “Publicis powered by Fallon.”

While that arrangement called for overseas offices to contribute to creative development, the balance between the two agency networks shifted as Publicis USA began working on the next brand campaign. That work is scheduled to break later this month.

Citi spent about $95 million on U.S. advertising last year, according to Nielsen Monitor-Plus. Global duties were estimated at about $50 million more, according to sources.

A Fallon representative declined comment.