Payne Stracey has confirmed its place on the Barclays roster by
securing the direct marketing task for a new consumer lending product,
The agency was appointed following a five-way pitch against Craik Jones
Watson Mitchell Voekel, Evans Hunt Scott, Barraclough Hall Woolston Gray
and Grey Integrated. Payne Stracey already handles direct mail for the
new b2 savings account from Barclays.
Barclayloan chose not to use any of the agencies on its below-the-line
roster - Direct Relations, Matrix and Intermark - for the business.
Steve Porter, the product group manager for Barclayloan, said: ’Select
is a totally different product so we wanted to keep it separate.’
He added: ’Payne Stracey understood our market. Its strategic ideas were
a perfect fit with what we wanted.’
Barclayloan Select is mainly aimed at credit-aware customers who have a
relatively high income and strong borrowing needs.
Ben Stephens, managing director of Payne Stracey, said: ’We undertook
considerable research into what customers were looking for when
borrowing money, and how they actually behaved with their credit
As strategic and creative partner, Payne Stracey’s initial remit is to
recruit customers from Barclays’ lending customer base, and then
encourage them to continue to use the service.
The agency is also trialling direct mail samples for the b2 advanced
savings account. A fully fledged campaign will be launched by the end of
the month to support the above-the-line work from Banks Hoggins
Meanwhile, Barclayloan is running a separate direct mail campaign
through J. Walter Thompson, Matrix and Intermark, to promote its limited
interest rate cut on personal loans of up to pounds 3,400. Matrix and
Intermark designed the direct mail.