The $12m (£7.5m) account win follows Mediaedge:cia's triumph in Hong Kong when it picked up Citibank's $20m media buying account, which had been held by Motivator there.
Mediaedge:cia took over credit cards, Ready Cash and the Diners Club accounts. Euro RSCG handles the creative assignment, which remains unchanged in the former British colony.
Prior to the win, Mediaedge:cia was handling Citibank's Hong Kong banking account for work created by Dentsu Young & Rubicam
Mediaedge:cia has been steadily building up its share of Citibank's media assignments across the region. In Asia, the agency's offices in Singapore, Malaysia, the Philippines, Thailand, Taiwan and Indonesia also handle media assignments for Citibank products serviced by DY&R.
In the US, the account had been held by the Aegis-owned Outdoor Vision unit. The win does not affect the Citibank US creative account, which is held by Fallon.
Citibank is estimated to have spent an estimated $70m on advertising in 2002 down from $105m last year.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.
This article was first published on brandrepublic.com