• WedgeDOWNGRADE 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)
• WhyMAJOR STRUCTURAL CHANGE: Citi sold Taiwan consumer banking to DBS in Jan 2022; full migration completed Aug 2023. Citi consumer brand marketing in TW has effectively ended.
• WhoAftab Ahmed — Country Officer Citi Taiwan · Country head; wholesale-only post-2023

1. W1DOWNGRADE 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)
2. W2B2B project: Citi TW corporate-banking thought leadership, treasury-services content marketing — small-scope project-pitchable
3. W3Sponsorship/experiential: private-banking client events, ICG industry-event presence — TW-local agency project work
4. W4Cross-border: Citi APAC ICG hub in Singapore/Hong Kong runs B2B campaigns reaching TW corporates — pitch at regional ICG level not country level
5. W5Avoid: pitching Citi TW as a consumer-brand advertiser — it isn't one anymore
6. W6Avoid: pitching global brand AOR — Publicis Le Truc has held since 2019 and Citi global review cycles are 4-5 years

• MAJOR STRUCTURAL CHANGE: Citi sold Taiwan consumer banking to DBS in Jan 2022; full migration completed Aug 2023. Citi consumer brand marketing in TW has effectively ended.
• Remaining Citi Taiwan operates ICG (Institutional Clients Group) only — Treasury & Trade Solutions, Markets, Banking, Securities Services. Marketing footprint is B2B, very small TW spend.
• Global creative: Publicis Groupe (Le Truc) holds Citi global brand creative since 2018-2019 review.
• Global media: WPP/Mindshare has historically rotated with Publicis on Citi global media. Most recent confirmation — Citi's global media has been with Publicis Media (Spark Foundry) on the most recent cycle.
• WPP exposure: low — Citi global media at one point sat with WPP but the most recent consolidation is Publicis-leaning. Citi TW consumer brand spend is essentially zero post-2023.
• Pitch opportunity: Citi TW wholesale brand marketing is small but high-touch — B2B treasury/markets thought leadership, sponsorships (Citi Open tennis, Citi Million Dollar Round Table-style awards).
• Critical for WPP pitch: Citi TW is NOT a meaningful consumer ad spender anymore — focus pitch resources on DBS Taiwan instead (which inherited the consumer business).

• Aftab AhmedCountry Officer / CEO, Citi Taiwan (Citigroup)

  since 2022

  Post-2022 DBS consumer-business sale, Aftab Ahmed leads the remaining Citi Taiwan institutional/wholesale business. Country marketing is now ICG/Treasury & Trade Services-focused — no consumer brand marketing.

  Source ↗
• Carla Hassan (historical) → Alex Craddock (since 2022)Global Chief Marketing Officer, Citi

  since Aug 2022

  Alex Craddock (ex-Bloomberg/HP CMO) took over global CMO role Aug 2022 — drives global brand transformation, the 2022-2023 'For The Love of Progress' platform, and B2B financial-services positioning. Owns global agency roster.

  Source ↗

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.

• Citi 'For The Love of Progress' global brand platform2024 · Publicis Groupe (Le Truc / Publicis NY for creative) · Global brand films, B2B financial-services positioning, sponsorship

  Citi's first global master-brand platform since 'Citi Never Sleeps'. Launched Sept 2022. B2B and institutional-banking focus given consumer retreat. TW exposure is limited to wholesale audience (corporate banking, treasury clients).

• Citi Taiwan consumer-business exit / DBS handover (2022-2023)2023 · n/a — exit communication, not marketing · Corporate communications, customer-migration notifications

  Citi sold TW consumer banking (credit cards, wealth, mortgages, deposits) to DBS Taiwan in Jan 2022; migration completed Aug 2023. Citi credit cards in TW now operate under DBS. This eliminated the bulk of TW consumer brand-marketing spend overnight.

• Aftab Ahmed — Country Officer Citi TaiwanCountry head; wholesale-only post-2023
  ↗
• Alex Craddock — Global CMOOwns global agency roster and 'For The Love of Progress' platform
  ↗
• Citi APAC ICG Marketing Lead — Hong Kong/SingaporeRegional B2B marketing; the relevant decision-maker for any TW spend that remains
  ↗

Critical: Citi TW is NOT a meaningful consumer advertiser anymore. The TW consumer business sold to DBS Jan 2022, migration completed Aug 2023. Don't waste pitch energy here — redirect to DBS Taiwan. Don't pitch global brand AOR (Publicis-locked). If pitching the remaining Citi TW ICG presence, scope very small B2B project work or APAC regional B2B at HK/SG level.

• DBS Taiwan (inherited Citi consumer business, now #2 foreign consumer bank in TW behind HSBC)
• HSBC Taiwan (primary remaining foreign retail/wealth competitor)
• Standard Chartered Taiwan (foreign retail competitor)
• Local TWSE-listed banks (Cathay United, CTBC, E.SUN, Taipei Fubon) — dominant consumer banking
• JPMorgan Chase TW (wholesale only — Citi's direct B2B peer)
• Goldman Sachs / Morgan Stanley TW (markets / IB peer)

• ? Is there ANY Citi TW consumer brand presence remaining post-Aug 2023, or is it fully migrated to DBS?
• ? Who holds Citi global media currently — WPP/Mindshare or Publicis Media?
• ? How much does Citi TW wholesale marketing spend annually post-2023?
• ? Who is the named Citi APAC ICG marketing lead?
• ? Does Citi maintain any TW-specific brand-presence beyond the office/HR/recruiting use case?