Dollar Bills

Citibank: Digital Transformation Pitch

Agency: Publicis + Sapient

Role: Co-led pitch with Sapient's financial services lead.

Challenge:

Publicis was invited to participate in a meeting with Citi's CEO and his direct reports. Rather than review past work or present capabilities, we decided to use the meeting to re-position ourselves as a strategic partner who can drive business and shareholder value by offering solutions beyond marketing communications.

Our Solution:

  • Began with deep dive into Citi's investor day presentations to understand executive leadership's mindset, their concerns, long-term challenges and short-term business priorities.

  • Mapped key product and service areas of growth and layered on current customer experiences versus expectations, based on our proprietary research.

  • Next we built a roadmap to show how we could deploy AI and other technologies to unlock latent customer value by improving experiences to accelerate growth, drive revenue upside and create cost-savings.

  • Recommended a proof of concept test for one product with an aim to expand solutions to other business areas and products, based on learnings.

Result:

Got approval from Citi leadership to create an investment plan and timeline for piloting AI program to reduce marketing cost by 15% while increasing lifetime customer revenue.