Barclaycard is to increase its above-the-line budget by pounds 10m
to pounds 25m to defend its leadership of the UK credit card market,
while repositioning the brand as a credit card for everyday
The initiative, which follows the axing of Barclaycard’s popular and
long-running campaign starring Rowan Atkinson, is recognition that the
brand is no longer unassailable, following the growth of new credit card
brands offering low interest and money-off loyalty schemes.
The marketing blitz, carrying the line ’Don’t put it off, put it on
Barclaycard’, will be used to position Barclaycard as a broad payment
brand to be used for small domestic purchases as well as large ones.
This marks a distinct break with past campaigns, which had highlighted
international acceptance of the brand and promoted its added benefits,
such as travel insurance.
Paul Parmenter, marketing director for Barclaycard, said the change in
strategy was essential to keep up with the competition. ’Credit cards
are a much more everyday way of paying for things. The issue of
protection has become less relevant.’
Parmenter said the strategy would be a base from which the company could
expand beyond the credit market. He did not rule out the launch of
Barclaycard-branded electronic cash cards based on the Visa Cash
The new TV press and poster campaign, through BMP DDB, replaces Latham
and his sidekick, Bough, with unknown actors.
The ads show what could happen when consumers put off everyday purchases
which could have been made by using their Barclaycard.