JWT wins Barclays Capital task

By VICTORIA MEDHURST, campaignlive.co.uk, Friday, 07 November 1997 12:00AM

J. Walter Thompson has won the pounds 2 million corporate advertising account of Barclays Capital Group, the company formed to manage the debt trading, derivatives and foreign exchange operation of BZW.

J. Walter Thompson has won the pounds 2 million corporate

advertising account of Barclays Capital Group, the company formed to

manage the debt trading, derivatives and foreign exchange operation of

BZW.



JWT, which is the agency for Barclays Bank, pitched for the business

against Young & Rubicam and Dewe Rogerson, the incumbent on BZW.

Barclays Capital Group was formed after Barclays decided to sell off the

equities division of BZW.



Simon Burridge, a director-in-charge at JWT, said: ’It was important

that we win this account, to further consolidate our relationship with

Barclays.’



Peter Baillie, the director of corporate communications at Barclays

Capital, said: ’We were impressed by JWT’s ready grasp of the issues

facing an investment banking business in today’s competitive and rapidly

changing markets.’



The first campaign for Barclays Capital will launch in the financial,

international and domestic press in major capital markets, with the

first burst due to run before Christmas.



Burridge said JWT clinched the deal with the help of a simple creative

device that will form part of an international branding exercise. ’We

will use a thin blue line to cross out or underscore and emphasise text.

This device can work across all markets - it is equally effective in

Germany and Japan,’ he said.



The blue line has been adapted from the Barclays Capital corporate

styling, which is represented by grey text underlined in blue.



The Advertising Agency Register was used to shortlist the three

finalists.



This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

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

Additional Information

Campaign Jobs