Citibank invests its global media business in Publicis Worldwide

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Publicis already handles the creative work for Citibank through its specially created division Publicis OneCitiGlobal

Citibank, the financial services giant, has handed its global media business to Publicis Worldwide.

Publicis Worldwide already handles the creative work for Citibank through its specially created division Publicis OneCitiGlobal. This division was set up last year to provide Citi with a fully integrated service including strategy, creative, digital, tech and production.

It will now take on responsibility for Citi’s global media planning and buying.

The bank previously worked with several different media agencies across the globe, including MEC in the US and Publicis Worldwide's sister agency Starcom Mediavest Group in some international markets, but kicked off a search nine months ago to consolidate all its media work into one agency.

A Citi spokeswoman said, "Over the past nine months, Citi has engaged in a rigorous process to move from several media agencies around the world, to identify one media agency solution globally. In particular to maximize though leadership, planning effectiveness, buying and staffing efficiencies.

"Citi has chosen, and looks forward to working with, Publicis Groupe as our single global media agency partner."

This article first appeared on campaignlive.co.uk.