The total Citigroup account is worth more than $600 million. This part is being led by the Seattle office of
Publicis, which is also set to take over the bank's consumer advertising account from Fallon in Minneapolis.
Unlike past ads, which rely on humor, the new spots will have an emotional tone and feature the red arc that replaced the red umbrella as the company's logo. The umbrella stood for protection, and bank executives hope the arc will represent connection.