It is thought that a number of agencies are taking part in the process including representatives from all of the major holding companies. At present, Publicis Worldwide is global AOR for Citibank’s advertising business, for both above- and below-the-line components. MEC currently handles global media buying and planning.
“It’s a client using a pitch to work out what they need,” said a source familiar with the situation. “They have hundreds of agencies and are looking at value that can be extracted and learnings that can be shared.”
Citibank becomes the second high-profile company in recent months to review its global digital assignment, after Nokia made a similar decision earlier this year.
