Citigold private client

THE ASK

In late 2019, Citi established a new, higher-tier of wealth management. Citigold Private Client (CPC) serves those with $1 million in assets with Citibank and provides clients with unprecedented access to Citi’s investment capabilities and banking resources.

Citi asked the agency to create a conversion letter that lets existing clients know about their service upgrade, a sales aid for prospects, and a welcome kit for new and existing clients. These materials would form the basis of the new CPC branding.

The overarching idea

A WEALTH OF OPPORTUNITY

Throughout life, you’ve accomplished a plethora of goals and hit countless milestones. But your mission in life isn’t finished. Your drive toward progress and a greater purpose hasn’t waned. And you’re yearning for even more challenges and opportunities, especially ones that you haven’t thought of before.

Citigold Private Client bridges the gap between you and your full potential. It connects you to Citi’s best financial strategists and their brightest advisors, and delivers a wealth of solutions, giving you the momentum you need to pursue what’s meaningful to you.

ThE RESULTS

The campaign is ongoing. However, as of January 2021, “A Wealth of Opportunity” campaign successfully converted thousands of new clients with $1 million or more in deposits during the pandemic. It has also earned two 1st Place 2021 Tempo Awards from the Chicago Association of Direct Marketing for Best Financial Services Campaign and Best Art Direction.