Vol. I · No. 1 · Taipei EditionThursday, 14 May 2026 · 2026-W20Last ingest 3d ago · 4/4 feeds

Agency Intel / TW

“Truth · Timing · Tradecraft” — the WPP Media Taiwan review-readiness desk
Dashboard · Roster · MNC Finance · Citi Taiwan (Citigroup)
№ 91 · The Citi Taiwan (Citigroup) dossier

Citi Taiwan (Citigroup)

花旗台灣
Parent: Citigroup Inc. (NYSE: C)
Readiness
94
Greenfield
Capped at 95. High confidence — high-confidence research.
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Pipeline status
Your notes · Citi Taiwan (Citigroup)
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Post-2022 retreat — Citi Taiwan is now wholesale-only (ICG / TTS / Markets / Banking / Securities Services). Consumer brand marketing has effectively ended in TW following the Aug 2023 DBS migration completion. Remaining marketing is B2B: thought leadership at industry events, sponsorships (Asia Pacific Treasury Forum, fintech events), private-banking client experiences. TW spend has collapsed from consumer-bank-tier (estimated NT$200-300M previously) to B2B-corporate-comms-tier (likely <NT$30M). Global creative anchor remains Publicis Le Truc. Citi TW is no longer in the same conversation as HSBC TW or DBS TW for advertising spend.

Signal timeline · last 90 days
0 of 0 shown
No signals captured in the last 90 days. Account is monitored daily — next ingest will pick up MOPS filings + RSS hits automatically.
The arithmetic of 94
score breakdown
Intel depth (6 wedges · M&A, recent)research_depth+55
AOR 6y with Publicis Media (Spark Foundry / most recent global cycle)aor_anniversary_5y+39
Total · capped 9594
30-day signal trajectory
0 signals · spend N/A
Intel wedges
6/8
6 of 8 wedges corroborated. Research confidence: high on Citi TW consumer exit to DBS (well-documented public deal). High on global CMO Alex Craddock and 'For The Love of Progress' Publicis Le Truc creative. Medium on current global media holder..
Open playbook →
Recommended posture
Pitch now.
DOWNGRADE CITI: not a meaningful TW consumer advertiser anymore — most pitch resources should go to DBS Taiwan instead (which inherited the consumer business and the brand-marketing budget)