Barclays Corporate launches with consumer-style ads

Barclays Corporate: launches press, outdoor and online ads
Barclays Corporate: launches press, outdoor and online ads

Barclays has unveiled a new advertising campaign to promote the Barclays Corporate division, which is aimed at larger corporations.

The campaign takes the relatively unusual step of using consumer-style ads in the press, outdoor and online to promote Barclays Corporate, which has a customer base of businesses with turnover of £5m and upwards.

It uses the strapline "the power to help you succeed" and has been created by Ogilvy. Media is through Walker Media with ads appearing in quality newspapers such as the Financial Times and the Daily Telegraph as well as The Economist.

Direct marketing is also an important part of the campaign and the division's new branding will be used on everything from the online banking site, newsletters and bespoke "pitchbooks", created for potential new customers.

Richard French, global marketing director for Barclays Corporate, said: "As our business is now focused on larger, more sophisticated corporates, our new brand must speak directly to this audience.

"The entire focus of the campaign is positioning the corporate bank as a financial partner for success."

Barclays Corporate is now part of the new corporate and investment banking and wealth management division, along with Barclays Capital and Barclays Wealth.

The new marketing campaign will also emphasise how Barclays Corporate customers can receive crossover benefits from these divisions.

Barclays Corporate launches with consumer-style ads


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer