Dubbing itself “the world’s most global bank,” Citi is evolving its approach to be on the frontlines of marketing, as it strives to set the brand apart from others in the competitive financial services category. Leading with a sharp, data-driven digital marketing strategy, Citi relies on its brand efforts to connect with customers and differentiate the banking experience. In this episode, we speak with Mike Venables, the head of media, managing director at Citi — a longtime agency leader who recently made the switch to his first client-side gig — to understand his media strategy and how his background of leading media efforts across clients like AT&T, IBM and Merck is helping him drive better outcomes and accelerate growth during a moment of transformation for this iconic brand.