IMPACT PROOF
CITI GROUP
This case study outlines the experience of one of our valued clients, Citi Group.
Roy Schecter, one of the bank’s consultants in brand advertising, tells his story of working with Regency.
Roy outlines the value the short films produced with Regency delivered for Citi, how the content has been received internally, the response of their viewing audience, and the unique value that Regency offers.
Roy Schecter, one of the bank’s consultants in brand advertising, tells his story of working with Regency.
Roy outlines the value the short films produced with Regency delivered for Citi, how the content has been received internally, the response of their viewing audience, and the unique value that Regency offers.
CITI GROUP
1. What value do the short films produced with Regency deliver for Citi?
I’m a consultant with the brand team at Citi. The bank’s mission is to be a catalyst and enabler of progress in the world. So the focus of our communications has been on stories about Citi clients who help to make the world a better place and Citi initiatives that help to further that end. These are not fictional stories, and we want to keep them real–to tell them in an honest and credible way. Regency has been an invaluable partner in helping us to do that. Their people bring the talent, the experience, and the sensitivity required to bring the stories to life. Their documentary and journalistic skills are a perfect fit for what we’re trying to accomplish. We use these films for marketing and advertising purposes, and they are often just as effective (and sometimes more) than the ones our ad agency produces.
2. How has the content been received internally?
The Regency work has been received with respect and delight by our internal audiences. We are always being told that it is far superior to what they’re used to seeing in online Citi videos. Our colleagues around the world have used them to educate and inspire their employees.2.
3. What has been the response of the viewing audience with whom the content was tested?
We do rigorous testing of our creative materials, and, as suggested above, the viewing audience has been universally positive about our Regency-produced stories. All hits—no flops. They do a good job of getting viewers’ attention and a great job of interesting them in doing business with Citi and of increasing their goodwill toward the bank.
4. What unique value does Regency offer that maintains and continues your work with them?
The unique value Regency offers is two-fold: quality and affordability. For a fraction of the cost, Regency has produced work whose effectiveness matches the quality of our other partners. Especially outside of the United States, their costs are unbeatable. They work with small, smart, agile, and tireless crews. The directors are also skilled and sympathetic interviewers—an asset crucial to our work; we have found none better elsewhere. The footage looks great, and we see intelligent thought behind editorial choices and a talent for storytelling. Finally, we just plain love working with the people at Regency. We are tough, jaded, impatient New Yorkers, and they are kind, considerate, optimistic people. And because their sympathies lie with the kind of stories we’re telling, they often seem to understand them even better than we do.
I’m a consultant with the brand team at Citi. The bank’s mission is to be a catalyst and enabler of progress in the world. So the focus of our communications has been on stories about Citi clients who help to make the world a better place and Citi initiatives that help to further that end. These are not fictional stories, and we want to keep them real–to tell them in an honest and credible way. Regency has been an invaluable partner in helping us to do that. Their people bring the talent, the experience, and the sensitivity required to bring the stories to life. Their documentary and journalistic skills are a perfect fit for what we’re trying to accomplish. We use these films for marketing and advertising purposes, and they are often just as effective (and sometimes more) than the ones our ad agency produces.
2. How has the content been received internally?
The Regency work has been received with respect and delight by our internal audiences. We are always being told that it is far superior to what they’re used to seeing in online Citi videos. Our colleagues around the world have used them to educate and inspire their employees.2.
3. What has been the response of the viewing audience with whom the content was tested?
We do rigorous testing of our creative materials, and, as suggested above, the viewing audience has been universally positive about our Regency-produced stories. All hits—no flops. They do a good job of getting viewers’ attention and a great job of interesting them in doing business with Citi and of increasing their goodwill toward the bank.
4. What unique value does Regency offer that maintains and continues your work with them?
The unique value Regency offers is two-fold: quality and affordability. For a fraction of the cost, Regency has produced work whose effectiveness matches the quality of our other partners. Especially outside of the United States, their costs are unbeatable. They work with small, smart, agile, and tireless crews. The directors are also skilled and sympathetic interviewers—an asset crucial to our work; we have found none better elsewhere. The footage looks great, and we see intelligent thought behind editorial choices and a talent for storytelling. Finally, we just plain love working with the people at Regency. We are tough, jaded, impatient New Yorkers, and they are kind, considerate, optimistic people. And because their sympathies lie with the kind of stories we’re telling, they often seem to understand them even better than we do.