• by David Goetzl  @dgoetzl, October 1, 2007

Financial services giant Citi, which does considerable online advertising, is brand-sensitive. The company is a long way from exploring opportunities involving consumer-generated content or social networking sites, despite other blue-chip brands dipping a toe in.

While such sites offer a potential avenue to reach young people starting to make financial-management decisions, the company has some concerns about hurting its brand value.

"We're not there yet, and we're proceeding very cautiously," said Lisa Caputo, Citi's first company-wide CMO, at an industry event last week.

She added that allowing consumers access to Citi logos and other materials related to its brand for their own creations could backfire: "I am very loath to put it at risk and let some individual do what they want with it."

Such a move may be a particular gamble in the banking realm, and apparently, the auto category. When Chevy permitted consumers last year to use clips it provided to develop their own commercials for an SUV, some took the opportunity to create spots that challenged whether the vehicle is environmentally friendly.

In the social-networking areas, Caputo cited Facebook as a venue that causes particular concern.

In addition to issues involving the downside of user-generated content, Caputo said another hold-up to entering the space is the practical matter of Citi having recently launched a new brand campaign that's occupying much of the focus of the marketing team.

The "Citi. Let's get it done" global effort launched in May, replacing the 6-year-old initiative carrying the "Citi. Live Richly" tagline. Citi also recently consolidated its global media account at Mediaedge:cia.

Plus, Citi's marketing initiative under the Women & Co. moniker, which is headed by Caputo and looks to assist women in their financial decision-making, launched a new campaign Sept. 10. It stands on its own--with messages such as "Dividends are a girl's best friend" and "Something old, something new, something borrowed, something blue chip"--but incorporates the "Let's get it done" theme.

Caputo's principal title is managing director, business operations and planning at Citi's global consumer group; she also serves as CEO of Women & Co. She said the Citi's CEO Charles Prince, while saddled with managing a massive multifaceted financial-services operation, has placed an emphasis on marketing. "He's made an investment in branding."

Citi spent some $235 million in measured media--$11 million on the Internet--over the first six months of this year, according to TNS Media Intelligence.

Caputo, who before joining the private sector had a long career in Democratic politics, said much of Citi's marketing philosophy centers on "constant repetition of the message and clarity of the message."