We are proud to have worked closely with Citibank since 2007, producing the significant volumes of marketing assets required for its clients and prospects in the UK, Greece, Turkey, Russia, UAE and Singapore.

The sheer extent and variety of asset production being continually created requires a dedicated project management team and fully utilises OTM’s London-based, 24/5 studio facilities including Design, Build, Production, Deployment, Testing and Delivery.
With digital marketing to the fore, the breadth of assets produced is typified by the following example – the landmark ‘WEALTH IS’ campaign to reposition Citigold Wealth Management within the UK Financial Services market.
A significant level of trust was placed in OTM to deliver this extensive body of work – with over 270 individual creative assets required for multiple acquisition journeys, formats and channels, plus 180 additional supporting BAU documents within three months.
OTM’s deep understanding of the bank’s products, processes and branding allowed us to create, write and produce assets quickly. Using our in-house facilities, we were able to work efficiently with third-party media agencies, site owners and installation experts. This included the delivery of digital assets for the complete ‘takeover’ of Canary Wharf Underground Station and the successful deployment of video files for the X-large format ‘Hello London’ screens.

This extensive campaign also required additional Out-Of-Home animated advertising assets within the Transport for London estate plus British Airways Airport Lounges within Heathrow and City Airport passenger terminals. OTM liaised directly with Citibank’s partners including British Airways and Financial Times, as well as estate managers for the Citi Tower at Canary Wharf, for the internal takeover campaign using multi-channel assets to encourage staff to promote the new brand.

Press and a digital advertising across the Google and Bing platforms were supported by extensive social media assets across Citibank’s owned and paid channels, plus PPC and SEO to drive Search. The campaign was also implemented throughout the Banks’ existing digital footprint including assets for mobile banking app, SMS messaging, emails, website, campaign landing pages, banners and digital displays.

Finally, re-branding of all BAU documents were required with translations into Russian and Arabic, as well as updates of all supporting client account assets such as revised Terms & Conditions.

Following the detailed repositioning campaign, OTM were then trusted to develop the assets for the similarly complex Avios/British Airways Executive Club partnerships campaign, including the comprehensive list of deliverables set out below.

Campaign Asset Production

Large format ‘Hello London’ screens and takeover of Canary Wharf Underground 
Airline magazines Promotional campaign with partner Avios Brochures, web pages, campaign microsites
Partner branding of 180 BAU documents
Takeover of Citi Tower with promotional campaign
Digital posters across Tube
Financial services titles Member-Get-Member program MGM assets New Terms & Conditions for all assets Events
British Airways Airport lounges
  Email prospecting Product collateral Updated all forms Signage, posters
Pop-Up Airport bank branches   Google, LinkedIn, Facebook, PPC
Owned media posters, video, social
Updated email templates Videos
We are proud that we continue to support Citibank in the development of its marketing assets and through our collective experience, we have been able to make this US Bank impossible to ignore in the UK.