Magazine article Marketing

50 Years of Fame: Brandfame - Barclays

Magazine article Marketing

50 Years of Fame: Brandfame - Barclays

Article excerpt

It says much about the strength and kudos of the Barclays brand that a raft of high-profile celebrities from Anthony Hopkins to Samuel L Jackson have starred in its TV ads over the years.

In 1978 it became the only brand to persuade Peter Sellers to appear in a UK TV commercial. Sellers played Monty Casino, a spiv who tried to con people with dodgy money-making schemes. The moral of the story was that viewers should 'ask Barclays first' about 'anything to do with money'.

The first TV ads run by the company were for credit card sub-brand Barclaycard in 1972. The success of its TV activity over the years has clearly converted the bank to the medium. According to Nielsen Media Research, Barclays was the second-highest spender on TV and radio advertising in the banking sector in 2004.

'Although we can (now) communicate with our customers in lots of ways, television, and in particular ITV, remains the most dramatic and dynamic of means,' says UK marketing director Jim Hytner.

Barclays' heavy investment in TV has also contributed to the fact that it was named by Interbrand as the UK's most valuable brand in July 2002.

In the same year, The Times concluded that its 'high reputation lets Barclaycard impose high interest charges without losing business'. …

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