NEWS: MediaCom scoops pounds 30m Citibank and Mars media buying

MediaCom has picked up the pan-European media planning and buying account for Citibank’s card services, and has been confirmed as the sole media buyer of record for Mars in 13 European countries.

MediaCom has picked up the pan-European media planning and buying

account for Citibank’s card services, and has been confirmed as the sole

media buyer of record for Mars in 13 European countries.



MediaCom snatched the dollars 30 million Citibank business after a pitch

in Germany against Optimedia. Optimedia’s sister agency, BMZ, handled

the Citibank card services account in Germany, although, to date, it has

been a low-spending piece of business.



The card services account is effectively a new slice of business.

Citibank, which is the world’s largest bank, has plans to roll out a

campaign across Europe that will be initially targeted at what it sees

as the key markets of Germany, Belgium, Greece and Spain.



The UK is not a prime target for Citibank because of fierce competition

in the UK credit card market.



Citibank is keen to link up with retailers and other service providers

to offer consumers branded credit card facilities. The bank is

understood to be pitching for the contract to provide financial services

to British Airways customers, and already has a co-branded credit card

with Ford in the US.



At the same time, MediaCom has been appointed as the media agency of

record for Mars in a number of European territories.



From the beginning of next year, MediaCom will handle media buying for

Mars in Albania, Bosnia-Herzegovina, Bulgaria, Croatia, Cyprus, Hungary,

Israel, Macedonia, Malta, Romania, Slovenia, Turkey and Yugoslavia.



MediaCom already handles parts of Mars’s media business in other

markets. In the UK, the Grey-owned company is responsible for media

buying on Mars’s Galaxy and Maltesers accounts.



Citibank is keen to link up with retailers and other service providers

to offer consumers branded credit card facilities. The bank is

understood to be pitching for the contract to offer financial services

for British Airways customers, and has already a co-branded credit-card

with Ford in the US.



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