The Challenge

In 2005, Citigroup, one of the world’s largest financial institutions, enlisted Pioneer to help leverage media coverage on its business activities and to promote its image in the Vietnamese market.

The Solution

Pioneer has successfully organized several media events on the bank’s new products, especially the new direct custody service and Vietnam Financial Forum 2006 on behalf of Citibank. It has successfully utilized its relations with key personnel in the media to creatively build the Citi brand. Furthermore, the agency also arranged executive interviews following Citigroup winning the Golden Dragon Award the third time for its achievements in Vietnam’s banking sector.

The Result

Citibank has further strengthened its image in the Vietnamese financial market as one of the leading and most powerful financial institutions. It is also highly regarded by the Vietnamese Government and local businesses for actively supporting the signing of the Vietnam-US Bilateral Trade Agreement, endorsing Vietnam’s entry into the World Trade Organization (WTO), and a variety of other significant political and economic achievements.

Services Provided

  • Media relations
  • Event management

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