Citi bringing its marketing and branding functions together under one umbrella and one leader follows a path other companies have pursued as they look to blend performance-led strategies with more traditional brand-building ones. In a press statement, Citi called out a desire to develop a single, consistent voice across its franchise, along with reinforcing long-term customer loyalty.
In no longer keeping marketing and branding separate, Citi is also potentially looking to cut down on costs and improve efficiencies. Such belt-tightening measures have received a new imperative for many businesses due to economic pressures stemming from the coronavirus pandemic.
