Magazine article Marketing

Barclays Enlists BBH to Lead Creative Direction

Magazine article Marketing

Barclays Enlists BBH to Lead Creative Direction

Article excerpt

Barclays has appointed Bartle Bogle Hegarty as its main above-the-line agency, leaving incumbent Leagas Delaney's role reduced to project work.

The decision was taken last week by Barclays' group marketing director, Simon Gulliford, who worked with both BBH and the recently appointed media agency Starcom Motive in his previous role as head of marketing at Emap.

Leagas Delaney is understood to have been on alert since Gulliford's arrival at Barclays in May this year.

The agency won the Barclays account in May 1999. It created the high-profile 'Big bank' campaign, featuring celebrities such as Sir Anthony Hopkins.

However, the ads provoked complaints to the ITC as consumers berated Barclays for promoting the benefits of a big bank at the same time as making widespread branch closures.

Despite this, Barclays has continued the 'big' theme with an integrated campaign including direct mail, posters and in-store promotion, which developed the idea that 'a big world needs a big bank'. …

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