Globally, Citi created custom partnerships in credible storytelling environments. For example, Citi developed the ‘City of the Year’ Awards with Wall Street Journal, which identified and celebrated innovative cities. The 9-month program integrated content creation, print, digital, social, and events. The winning city was awarded based on urban advancement efforts and consumer voting. In-market activations allowed Citi to build deeper relationships with clients and local leaders, including the Mayor himself.

Locally, key market teams identified what mattered most to audiences based on regional and cultural nuances. In India, this meant leveraging their existing partnership with the Indian Premier League to combine local passion for cricket with 200 Years Citi in a meaningful way - each time a team made 200 runs, Citi contributed towards a local children's cancer foundation. In the UK, it meant focusing on influencers where they congregated using breakthrough Out-of-Home and Newspaper.

The result was a global campaign demonstrating unity, not uniformity.

Impact was felt across 200+ countries in 14 languages, reaching ~75% of the target audience across core media markets.

Citi became integrated with what matters within each market, exceeding normative benchmarks globally and regionally. In the US, it was the top performing campaign ever measured by independent research house Marketing Evolution, delivering these lifts*:

• Trusted:+16%

• Brand Momentum:+17%

• Brand Favorability:+28%

Establishing both global importance and local relevance, the campaign helped position Citi’s heritage of innovation as meaningful progress on our collective road to the future.

*SOURCE: Marketing Evolution