Citigroup: Expanding Brand Recognition Across Europe

Citigroup's Global Transactions Services is a world-leading provider of corporate cards but, as a relatively new entrant in to the market, had a limited profile in the UK and mainland Europe. It needed a PR campaign that would effectively introduce a new product against a market-leading, household-name brand, without appearing to be playing catch up. The challenge was to get the message absolutely spot on, and then deliver it to senior decision-makers through a very select number of financial and business titles. With a successful campaign in the UK and Western Europe up and running, Aspectus put together a series of comprehensive PR toolkits, incorporating relevant materials, to be used on the ground by local marketing teams in Eastern Europe.