Citibank is in the midst of reviewing its media agency relationships. This is in a bid to consolidate its media buying globally, said an article on AdAge.
When asked about how this would affect Asia Pacific partnerships, a spokesperson at Citi declined to comment.
Currently MEC handles Citi’s media buying duties in Singapore, US and in other international markets. Publicis Groupe’s Starcom MediaVest Group also handles media buying duties in numerous markets.
One example of a campaign run by Citibank was an OOH ad campaign partnering with its media agency MEC, media owner SPHMBO, and creative agency Publicis Singapore. The OOH execution was located at Ocean Financial Centre (OFC) which takes on an innovative 3D illustration and a quiz game through an interactive touch-screen.
The campaign was aimed to raise greater brand awareness among the professionals, managers, executives and businessmen for their ‘The Global Client’ initiative.