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.”

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About David Burn

Native Nebraskan in the Pacific Northwest. Brand builder at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Believer in Gossage, Bernbach and Clow. Doer of the things written about herein.

  • http://www.adpulp.com Danny G

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