Citi Australia reassures customers in wake of economic uncertainty in digital campaign

Citi Australia is targeting consumers who may feel uncertain about the current economic situation with a campaign by 303 Mullen Lowe. The agency won Citi Retail Bank’s acquisition and customer retention business 18 months ago, and the relationship with Citi Australia was recently extended.

“Now more than ever our clients are coming to us for leadership when it comes to navigating complex markets. We hope this campaign encapsulates our ability to help our clients maintain control, even when economic conditions are volatile,” Roger Slater, head of digital and segments for Citi Australia Wealth Management said.

The digital campaign leads customers to Citi’s wealth management options

Joanna Gray, managing director of 303 Mullen Lowe, added that the campaign was based on a review of Australians’ attitudes towards their finances and savings.

“The campaign has been built from an extensive strategic review of the current mind set of Australians – many of whom feel distinctly rattled by the current market and what this means for their savings,” Gray said.

“They feel out of control and unsure what to invest in given the instability of the share market and low interest rates offered by products such as term deposits and savings accounts.”

Jon McKie, 303’s chief strategy officer, said: “We are living in a digital world, and while working from home we are watching investments fluctuate, being flooded with emails and constantly participating in video conference calls. This campaign shows how Citi Wealth Management is remaining calm in the digital chaos. The language is direct, succinct and informative to ensure the audience feel in control the moment they interact with Citi Wealth Management.

“Citi Wealth Management, with its deep expertise and different investment products, is perfectly positioned to help Australians take back control in all this chaos. It offers intelligent options – leaving it to individuals to make up their own minds once they have been well informed and advised of the best ways to securely grow their investments.”

Citi Wealth Management is the investment arm of Citi Australia. The campaign is promoting Citi’s investment product portfolio, which includes bonds and structured investment products.


303 Mullen Lowe
Joanna Gray, Managing Director
Jon McKie, Chief Strategy Officer,
Becky Bishop, Director of Customer Experience
Jonathon Bates, Senior Business Director
Craig Merrett, Art Director
Zach Goldberg, Copywriter


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