Citigroup's domestic image campaign generated a lot of publicity a while back. The little red arch replacing the big umbrella was major news. Now, it appears that the campaign is going global in a big way. This is the bank's first global campaign since the modern version of the bank was formed a decade ago. The campaign will feature television, online and major publications ads in 10 markets at a cost of $30 million for the first two months. The tagline: "Let's get it done." The ads will have a more serious emotional tone and will emphasize the red arc. CEO Charles Prince has a lot riding on this. The bank has said that international growth will power the company over the next few years. The campaign was created by Publicis in Seattle, which is new to the account.

For more:
- here's the New York Times article