Razorfish Expands Citi Relationship To Support Search Campaigns

Razorfish, a Publicis Groupe company, has expanded its long-term relationship with Citi, making the agency responsible for paid media and search engine optimization (SEO) in North America.

Razorfish has worked with Citi's North American Consumer Bank since 2009. The latest assignment makes the agency responsible for all paid search engine marketing for Citi Cards, CitiMortgage, Citibank, and any affiliated brand campaigns. 

"We are currently working to finalize the campaigns that will start running in the next two to three weeks," said a Razorfish spokesperson.  

Razorfish will run four campaigns for Citi: One for Citi Cards in support of driving new customer acquisition; another for Citi Mortgage to support driving more mortgage apps; a third to support Citibank that will promote banking, checking and other related products; and a fourth campaign to support the overall brand initiatives. The ads will run on mobile, desktop and tablet.

Parent company Publicis recently acquired e-business consulting firm Crown Partners, which it plans to fold into Razorfish. Reports suggest the agency lost part of its Microsoft account in April and saw several top executives depart, such as former CEO Bob Lord.

Razorfish has a dedicated team that works on the Citi account. The agency will continue to supply resources on an as-needed basis to service the expanded partnership.

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