Situation: With inflation at record high levels in the early 1980s – 13.5% vs. 1% or so today – corporations were desperate to make maximum use of all their idle cash.

Challenge: Citibank was the only major commercial bank that hadn’t rolled out an electronic cash management system for its corporate clients. As it went to market, it needed breakthrough communication to help close the gap.

Response: Citibank launched a bold, futuristic campaign called The Citi of Tomorrow that made it look like the visionary and everyone else look old-fashioned.

Result: The campaign propelled Citibank to the #1 position for awareness and favorability – and market share -- in the corporate cash management arena in just 13 months.

Agency: Foote, Cone & Belding; Research, agency brief and campaign development, Neil Gluckin, VP and Communication Director, Citibank Electronic Banking and Cash Management Division