Barclaycard shifts £15m media account into Starcom

LONDON - Barclaycard has consolidated its £15m media planning and buying account into Starcom Motive.

The business was previously split between OMD UK and Starcom. Barclaycard spent £7m through OMD in the last year but has moved the business as part of Barclays Group's gradual consolidation into Starcom.

OMD had handled media for the Barclaycard brand advertising while Starcom was already planning and buying media for £8m of activity around Barclaycard’s involvement in the Nectar loyalty scheme.

The consolidation into Starcom follows its capture of the main Barclays Bank business from sister agency MediaVest in late 2001 and its subsequent win of The Woolwich account from Optimedia.

Caitlin Thomas, Barclays brand strategy director, said: "Bringing Barclaycard and Barclays into one agency allows us to leverage benefit of combined media spends and better integrate our activity across these brands."

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