Created by Ogilvy New York, Citizen's latest campaign, "Ready to Make Sense of Your Money," highlights its commitment to providing personalized financial services and comprehensive planning solutions to a diverse range of clients, ranging from those seeking stability to the most affluent, regardless of their current financial status. Citizen recognizes that as the largest wealth transfer in history unfolds, spanning generations from baby boomers to Gen X and Millennials, there's a crucial need to help individuals navigate this transition and plan for their financial futures effectively. Through three television spots, the campaign emphasizes the bank's role as a trusted advisor, urging viewers to seek clarity amidst the noise of financial uncertainty. The spots are complemented by digital out of home ads in New York, as well as online social ads and radio in a multichannel brand effort.