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Citi group is an American multinational corporation that engages in financial service. The company was formed by the merger of banking giant Citicorp and financial conglomerate Travelers group in 1998, however, Travelers were spun off from the company in 2002. Citi group owns Citicorp, holding the company for Citibank and several international subsidiaries. The brand price of Citigroup as of May 2016 is $8.2 billion with revenue of $87.9 billion in 2016 according to Forbes.

History of Citi

City Bank of New York (the old name of Citigroup until 1998) was formed in 1812 by a group of New York merchants. The first head of the bank was Samuel Osgood, who created the idea of uniting Citigroup and Travelers in alliance to be the largest financial services corporation in the world that will be worth $140 billion. Citi has headquartered in Manhattan, New York City, United States of America. The bank changed its name to The First National City Bank of New York in 1955, which was shortened in 1962 to First National City Bank on the 150th anniversary of the company's foundation.

Citigroup made its intention known to strategize its company into two operating units; that is Citigroup for its retail and institutional clients business and Citi holding for its brokerage and asset management.

Its headquarters are in Buenos Aires, Argentina.

Since 1952 to 1959 the president of the company was James Stillman Rockefeller. Citi became influential in the banking industry in the United States of America.

Advertising and Interesting Facts

Citibank generally uses value based communication and tries to communicate the values of reliability and deliverability to its customers through above- and below-the-line medium. In order to target the customers the advertisements are shown in internet, newspapers, billboards and television. The advertising budget was worth $1.5 billion (2016). Citigroup has 200 million customers in more than 100 countries across six continents. It is the world’s largest provider of credit cards. Citi group had been the top United States bank by assets until it was overtaken by JP Morgan Chase & Co in October.

Citi’s logo is entirely intellectual, “it was a marriage of the Travelers umbrella and the word ‘Citi’ to create an umbrella in the middle of the world”.

Citi’s new slogan is said to be “Let’s get it Right” three decades after the introduction of “The Citi never sleeps”.

Among the most popular Citi commercials:
Citibank: Save Time
Citibank: Citi Bike

Advertising agencies of Citi: Yahoo!, Mac Presents, MEC New York, Publics Kaplan Thaler N and other.