GlobalHue announced its account win as creative agency for the rebranding of CitiFinancial to OneMain Financial. GlobalHue will be charged with creating the overall go-to-market strategy and developing the launch campaign for the OneMain Financial brand across all consumer segments. GlobalHue will not be responsible for media planning and buying, handled by MEC.
The rebranding campaign will launch in the summer of 2011 and will include broadcast, print and digital elements. "As the largest consumer loan company in the U.S., with 1,300 branches and a 99-year heritage, CitiFinancial understands that the dynamic consumer landscape requires a new communications playbook," said Don A. Coleman, founder and CEO of GlobalHue. "While Americans are more culturally complex, they are of one mind regarding financial security. By responding to these two facets, OneMain Financial will be poised for an extraordinary connection with the new America."