Citi Plays By The Old Rules

According to Media Post’s Marketing Daily, financial services giant Citi would rather not dip its toe into social media.

“We’re not there yet, and we’re proceeding very cautiously,” said Lisa Caputo, Citi’s first company-wide CMO, at an industry event last week.
She added that allowing consumers access to Citi logos and other materials related to its brand for their own creations could backfire: “I am very loath to put it at risk and let some individual do what they want with it.”

Caputo, who before joining the private sector had a long career in Democratic politics, said much of Citi’s marketing philosophy centers on “constant repetition of the message and clarity of the message.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. Not surprising coming from Hillary Clinton’s former Press Secretary.