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.
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.
