Another Big Media Agency Review as Citi Aims to Consolidate Globally

Financial-Services Giant Spent $332.5 Million on U.S. Measured Media in 2014

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Banking giant Citibank is planning to review its media agency relationships in an effort to consolidate globally, according to people familiar with the matter.

Citi declined to comment. Agencies either couldn't be reached or declined to comment.

The New York-based company will pit incumbents against each other in a closed review, according to people with knowledge of the review. Incumbents include MEC, which handles Citi media in the U.S. and international regions, and Publicis Groupe's Starcom MediaVest Group, which supports the client in various international markets.

The financial services company spent $332.5 million on domestic measured media in 2014, according to the Ad Age DataCenter.

Citi follows a ream of top-spending marketers reevaluating their media agency relationships. Currently, the list includes: L'Oreal, Visa, Coca-Cola, SC Johnson and Unilever, among others.

Citibank parent Citigroup has about 200 million customer accounts and does business in more than 160 countries and jurisdictions, according to its 10-K for the year ended December 2013.

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