| O
B J E C T I V E |
|
Shifts in Citibank credit card company management resulted in pressure
to validate Lowe & Partners' approach to Citibank and its customers. New
creative work was prepared and needed consumer reaction to help sell it
to Citibank. |
|
E X E C U T I O N |
| On-the-street
intercepts in Manhattan were conducted to validate and refine the advertising
concepts. |
|
R E S U L T |
| A
5-minute video was prepared summarizing the consumer reactions and reinforcing
the strategic recommendation. Lowe retained the $60 Million account.
|
