AdAge Special Report: Women to Watch
By Tiffany Meyers, May 30, 2008
CHIEF MARKETING OFFICER, CITI
Most marketing executives know a thing or two about office politics. Lisa Caputo knows politics for real. She served as press secretary to Hillary Clinton during Bill Clinton’s first term as president. “Hillary Clinton taught me about grit,” Ms. Caputo says. “She taught me about work ethic and grace under fire.”
Last year, Ms. Caputo tapped those virtues, among others, in leading the strategy to unify Citigroup’s numerous brands into one master brand: Citi. Citigroup previously used Citi as a prefix in many of the company’s businesses — such as Citibank, CitiFinancial, CitiMortgage and Citi Smith Barney — but Citi now refers to the company overall.