Wunderman handles the bank’s global and regional relationship marketing business. A Citibank statement forwarded by Wunderman said: “In Asia, Citibank has decided to combine the work with one agency.”
The development will not affect Wunderman’s role as global AOR for Citibank’s relationship marketing, but is expected to result in Publicis adding to the ATL creative it already holds in Asia, after securing the global creative business last year (Media, 19 May 2006).
“It is purely a regional decision, driven by budget constraints and the nature of marketing,” said an industry source. Citibank representatives could not be reached, while Publicis declined to comment.
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