Project Description

Barclays Bank

Barclays Bank is a British multinational investment bank and financial services company, headquartered in London. Apart from investment bankingBarclays is organised into four core businesses: personal banking, corporate banking, wealth management, and investment management.  Barclays have always used well know London marketing and media agencies to develop well thought through marketing campaigns using positioning and single minded propositions.

We created a new brand identity and positioning that retained links to its heritage brand at the same time as evolving it in order to make it relevant and attract its current target market.    This was launched together with a full marketing strategy and plan to achieve growth potential and objectives.

The Challenge

Following on from the bad publicity as a result of the ‘BIG’ campaign starring Antony Hopkins which came across as arrogant.  Barclays appointed a new marketing Director (Simon Gulliford) who replaced Leagas Delaney with Bartle Bogle Heggerty (BBH) as their new agency.  It was a priority for Simon and BBH to produce a new positioning for Barclays that would re-position themselves away from the ‘big’ idea to focus more on the heart of the matter and that was managing people’s money.

The process

During my time at Barclays, I was fortunate enough to work on the most memorable and successful brand and marketing campaign to date: Samuel L Jackson – ‘Fluent in Finance’ positioning them as the money experts.  This was a truly integrated campaign using TV, press, radio, outdoor, digital, direct mail, sponsorship and PR activity.

As part of the project team, I was involved in the planning and delivering of effective advertising campaigns to support the brand positioning and group strategy. Successfully tested new media and developed effective evaluation techniques to target and increases brand awareness within the B2B market generating business development leads.  It was key to manage the roster of brand and advertising agency relationships to deliver successful campaigns that achieved maximum stand out.

I also worked on the project to refresh the branding and visual identity across the bank including the redesign of branches and all marketing communications ensuring brand consistency with the Barclays master brand. Managed the internal communication of brand strategy and visual identity.  Provided educational workshops and advice to internal colleagues.  Built collaborative relationships with key stakeholders to ensure cohesive and effective delivery of brand and marketing objectives.

Results

The new campaign successfuly repositioned Barclays away from being arrogrant and created lots of positive PR and interest with the pulp fiction types styling.  Campaign magazine

Successfully tested new media and developed effective evaluation techniques to target and increases brand awareness within the B2B market generating business development leads.  It was key to manage the roster of brand and advertising agency relationships to deliver successful campaigns that achieved maximum stand out.