Citibank: Identity Theft Solutions campaign
Mark LaneOVERVIEW
Note: Also see essay for Citigroup Inc.
In fall of 2003 Citibank, a subsidiary of Citigroup Inc., the world's largest financial services conglomerate, set out to bolster its consumer divisions' "Live Richly" umbrella campaign with a set of television, print, and outdoor advertisements that introduced its new Identity Theft Solutions service for credit-card holders. The service was a timely response to Americans' growing fears about the crime of identity theft and was intended to distinguish Citibank from its consumer-banking competitors and to thereby build on the people-friendly image cultivated in previous "Live...