Managing Director of Media, Advertising & Global Entertainment, Citi
Last Year’s Rank: 22
Few bring fans closer to their favorite artists than Breithaupt. She worked with nearly 1,500 performers and provided access to more than half of the top 100 tours and more than 6,500 music events and experiences in 2015, resulting in double-digit growth year-over-year in both ticket sales and ticket revenue. Citi spent an estimated $100 million on music-related properties, including a $19 million deal with NBC’s Today.
Citi replaced Toyota as sponsor of the Today concert series in 2015. What was the thinking behind the partnership?
It was an easy decision. The sponsorship provides year-round opportunities for millions of Citi customers, Today viewers and fans to experience live music through a multitude of platforms: on-air, digital and social, and experiences ranging from VIP access to exclusive meet-and-greets.
What is Citi’s new focus on providing “access beyond attendance”?
We’re placing an emphasis on experiences customers can enjoy from home. In 2015, we worked with a range of artists through our Backstage With Citi series [on Yahoo], which offers behind-the-scenes backstage access and interviews.
Citi continues to expand ticket presales through Citi Private Pass. What results have you seen?
In 2015, we promoted presales in 11 countries, including the United Kingdom, China, Singapore, Australia and Taiwan, with artists ranging from Madonna to Katy Perry and Maroon 5. There is a huge demand from Citi cardmembers — most notably in Asia.