In the early 70's the "white shoe" world of Private Banking had two players, Morgan Guaranty and U.S. Trust. But there were thousands upon thousands of entrepreneurs of considerable wealth - self made millionaires in need of sophisticated, responsive and savvy help with their finances. They were uncomfortable in the tradition-bound environments of Morgan and U.S. Trust.

With this campaign and one brochure, Citibank won 3,500 multi-millionaire customers within 4 months. And for the first time in history, Morgan and U.S. Trust were looking over their shoulder.