Citigroup
Banks pushed home equity lines and debt culture
Posted by Jeff from International Herald Tribune
Citigroup spent $1 billion advertising it's Live Richly campaign from 2001 to 2006 encouraging Americans to take out home equity loans. Marketing executives knew that "second mortgage" had an unappealing ring. So they seized the idea of "home equity," with its connotations of ownership and fairness. Advertising historians look back at the '80s as the time when bank marketing came into its own. Citigroup led the way by hiring away advertising staff from packaged goods companies like General Mills and General Foods, where catchy ads were more common. "Banking started using consumer advertising techniques more like a department store than like a bank," said Barbara Lippert, an advertising critic for the magazine Adweek.
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koroth comments on:
Banks pushed home equity lines and debt culture
1:50 pm 8/16/08mozellagi2000 comments on:
Banks pushed home equity lines and debt culture
9:08 am 8/16/08koroth comments on:
Banks pushed home equity lines and debt culture
8:46 pm 8/15/08kevin11790 comments on:
Banks pushed home equity lines and debt culture
5:16 pm 8/15/08Jeff comments on:
Banks pushed home equity lines and debt culture
10:48 am 8/15/08
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seofeed
Member since Sep 2008
Jeff
Member since Sep 2008
Jeff is the founder of NewsCloud. He is also a freelance writer and blogs at Idealog.
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