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Insight/ Branding & Communications

Citigroup Faces Consumers On The Web

At a time when other financial services firms are rolling out flashy multimillion dollar advertising campaigns aimed at rebuilding consumer trust, Citigroup is unveiling something that seems far more simple: a blog and videos featuring top executives. The company this week launched a new branding campaign including a fresh Web site, new.citi.com, and print ads directing people to it. Lisa Caputo, Citigroup's chief marketing officer, talks about the company's new campaign and other Citi efforts.

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