Case study

How Citibank disrupted an industry and increased assets under management by $59 billion dollars.

Armed with research that confirmed women are more dissatisfied with financial services than any other industry that affects their daily lives, Womenkind helped scale Women & Co. to become a multi-channel platform that served the financial planning needs of women like never before. We had proof that women are far too wealthy and powerful to ignore and so partnered with Citibank who, for the first time, marketed financial services for women, directly and respectfully.

Group of women in a large library with a fireplace
Group of women in a large naturally lit office
Group of women in an office space overlooking a city
Group of women in a large room with black and white checkered floors

Our role

“Where wisdom, Wealth, and women meet” became a game-changing positioning, establishing Citibank as a thought leader among this valuable target. The brand repositioning was completely integrated through a unified campaign from financial advisor training to consumer awareness and education.

Applied expertise

Marketing to women • Brand Positioning • Brand Strategy• Brand Architecture • Brand Voice • Content Creation • Integrated Communications • Advertising: TV, Print, Digital • Social Media Strategy • Communications Planning • Video Production • Communications Planning • Consumer Research • Consumer Trends • Insight Gathering• Product Innovation • Consumer Data & Analytics • Financial Services for Women • Financial Planning for Women

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