Publicis Groupe Wins Consolidated Citi Media Agency Business

Citi Spent $332.5 Million on Domestic Measured Media in 2014

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Citi has consolidated its global media business with Publicis Groupe's existing One Citi Global team following a review that began in May.

According to an internal memo to Publicis employees today that says the holding company won the global media assignment, Publicis Groupe created One Citi Global to house creative, digital and production duties on the Citi account one year ago. One Citi Global will now hold all of the work Citi puts out, including the new media assignments.

"Over the past nine months Citi has engaged in a rigorous process to consolidate its media buying from several agencies to one global agency in order to maximize thought leadership, planning effectiveness, buying and staffing efficiencies," said a Citi spokeswoman. "After a thorough review, Citi has chosen Publicis Groupe as its single global media agency partner."

Publicis Worldwide has been handling Citi's creative for many years, taking on most of the work from sibling agency Fallon back in 2007.

Media incumbents include WPP's MEC, which handles Citi media in the U.S. and international regions, and Publicis Groupe's Starcom MediaVest Group, which supports the client in a couple international markets through One Citi Global.

Through separate media operations, Publicis Groupe now supports Visa (Starcom), Bank of America (Starcom) and Citi (One Citi Global).

MEC didn't immediately respond to a request for comment. Publicis declined to comment.

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

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