How Fallon achieved bank balance: Emotion fuels success of Citi effort; Creativity. In "Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage," Pat Fallon and Fred Senn offer a disciplined approach to leveraging creativity to deliver measurable results.(Viewpoint)(Excerpt)

Advertising Age, July, 2006

Creativity. In "Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage," Pat Fallon and Fred Senn offer a disciplined approach to leveraging creativity to deliver measurable results. In one of the chapters (excerpted and edited here), they describe how they worked to transform one of the worldAEs most valuable brands - Citi - into the first "unbanklike" bank, thanks to the "Live Richly" campaign.

At one time or another, most ad agencies have had a bank client-we've had at least four-and the natural tendency of a typical bank client is to be conservative. The conventional wisdom is that people choose a bank based on purely rational criteria such as location and charges for ATM use and other services, and these assumptions lead to a "rates...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.