Citizens CMO Pushes Brand Unity Following IPO
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Citizens Financial Group is unifying its brand as it begins to separate from the Royal Bank of Scotland, bringing its retail, consumer banking and consumer lending businesses under the Citizens name.
On the heels of last week’s IPO, Citizens is also gearing up to push its commercial brand, which has become the primary driver of revenue at the bank. The new campaign will call out the commercial business, now called Citizens Commercial Banking, as its own unit, while drawing on the strength of the Citizens’ name.
“We’re building capability beyond the retail bank,” said Arturo Perez, CMO for Citizens Financial Group, about the commercial brand. “We went from being a relatively minor player to being at the table and competing for deals or clients with any of the national and international banks.”
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