I helped pitch and win the Citibank business while at Fallon, then played a key role in shaping the work that followed. Coming out of the pitch, we built a fully integrated campaign, producing six spots, two print campaigns, and an extensive OOH rollout that brought the “Live Richly” platform to life across channels.

Rather than focus on traditional financial messaging, the idea reframed wealth as something more meaningful than money, connecting Citibank to a broader, more human definition of a rich life. It was a shift in tone for the category, moving from transactions to values and creating a platform that could stretch across multiple touchpoints and executions.

RESULTS:
“Live Richly” became one of Citibank’s most iconic campaigns, earning a Gold Effie in 2002 and driving both brand perception and business impact. It helped differentiate Citi in a crowded financial landscape, increased relevance with consumers, and established a long-lasting platform the brand could build on over time.