Citi's New Take on Loyalty, and Its Move Into Twitch and TikTok

CMO Mary Hines on finding the sweet spot between product, creative and media

When Mary Hines, CMO of Citi's U.S. consumer business, was tasked with revitalizing the ThankYou Rewards program, it led to a wealth of new insights, not to mention fresh creative and media choices. In this episode of On Brand, Mary tells us how loyalty is evolving in the market today, how Citi is meeting that challenge, and how a new campaign with Rashida Jones and Dan Levy, as well as new media channels like Twitch and TikTok, are giving Citi the breakthrough tools it needs to connect with consumers.

On Brand is our regular video interview series with CMOs and other top brand leaders. For more about the show, or to take part in the series, please get in touch.

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. Previously, he was creative editor at Adweek.

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