Citi Taps Publicis USA for Brand Effort

NEW YORK Publicis Groupe’s Publicis USA is working to create the next brand campaign for Citi, a job that had previously been handled by sister agency Fallon, sources said.

Fallon won the global duties on the account last year under a model termed “Publicis powered by Fallon,” in which the Publicis network was to “execute advertising programs under the creative development and direction of Fallon Worldwide,” according to a release issued at the time.

While the arrangement called for overseas offices to contribute to creative development, this marks the first time domestic offices of Publicis have been called in on the account.

Both Minneapolis-based Fallon and the client said Publicis USA’s involvement still fell under the architecture of the “powered by Fallon” model.

“While Fallon continues to be Citi’s North American agency of record (since 2000), Fallon has been working with Publicis agencies around the world since last fall (2006) to execute Citi’s global marketing needs,” according to a statement issued by the company. “The two agencies have agreed to combine their best talent and resources in best serving Citi.”

A Publicis representative declined comment and referred calls to the client.

Despite Publicis USA’s involvement, sources said the account had not moved to the agency, and added that Fallon continues to handle the rest of Citi’s business.

The client spent about $95 million in U.S. media on Citi brand advertising last year, per Nielsen Monitor-Plus.