CampaignTV: Citibank's Francesco Lagutaine sees potential in every Asian market

According to Lagutaine, Citi's marketing strategy, as it stands today, has been shaped by three major influences, including the role of the bank as a partner to customers, the brand's point of view or attitude and the client experience, where it all comes together. "Its where the proof meets the pudding," he says. 

He adds that its not about being all things to all people, but rather about being the most meaningful brand to the most appropriate segment.

When asked about the technological developments that have had the biggest impact on his business, Lagutaine says its not about the medium or channel, its about the role technology plays in allowing Citi to deliver business strategies and better serve customers. 

He adds they are heavily leveraging mobile technology, using the channel to deliver location based services. 

In response to target markets in 2011, Lagutaine says Citi's key competitive advantage is their international presence, where Asia is a major contributor to the group's financial performance. 

He singles out India and China but emphasises that they see opportunities in every single Asian market, some where they have been active for more than 100 years.

Speaking of the brand's media strategy, the chief marketer points to three core pillars. Firstly, Citi is a metropolitan brand which exists only in Asian cities as the bank's offering and service approach is best suited for city dwellers.

Second, Citi is a challenger brand that takes on the largest local competitors in every market. He adds they cannot assume to be equally omnipresent, but instead pushes for a meaningful or relevant presence.

Lastly he points to the realisation that we live in an experience driven world. According to Lagutaine, how customers experience services is the beginning of the next media conversation, especially driven by digital word-of-mouth.

Catch Richemont's Nicolas Brindjonc, Aegis Media's Nick Waters and Yahoo's Rose Tsou discussing the changing media landscape and plans in 2011 as the series unfolds over the next three weeks.