Isobar, Publicis Modem, Proximity and Razorfish are believed to be in the fray, as Citibank attempts to bring to order a digital roster that is thought to number more than 100 agencies across the world.
“It’s a client using a pitch to work out what it needs,” said a source involved in the review. “It has hundreds of agencies and there is value to be extracted and learnings to be shared.”
“It’s a client using a pitch to work out what it needs,” said a source involved in the review. “It has hundreds of agencies and there is value to be extracted and learnings to be shared.”
In Asia, Citibank works with several agencies, most notably Proximity. “It’s certainly not consistent and there is no formal AOR,” added another source. In the US, Atmosphere BBDO is one of Citibank’s key partners.
Digital remains the last of Citibank’s major marketing components yet to be consolidated. Above- and below-the-line centralised with Publicis last year, while MEC is in charge of global media buying and planning. It remains unclear how Citibank plans to extend the process following presentations, and whether specific RFIs will follow.
The brand is the latest high-profile name to review digital globally, after Nokia earlier this year. “The question for a lot of clients is whether they should work with aligned agencies or with a digital specialist,” said a senior digital agency source. “Small individual suppliers add up to a less expensive solution than using one 4As agency. That being said, it’s not an intelligent way to do digital, strategically.”
