Barclays Corporate launches with consumer-style ads

Barclays has unveiled a new advertising campaign to promote the Barclays Corporate division, which is aimed at larger corporations.

Barclays Corporate: launches press, outdoor and online ads
Barclays Corporate: launches press, outdoor and online ads

The campaign takes the relatively unusual step of using consumer-style ads in the press, outdoor and online to promote Barclays Corporate, which has a customer base of businesses with turnover of £5m and upwards.

It uses the strapline "the power to help you succeed" and has been created by Ogilvy. Media is through Walker Media with ads appearing in quality newspapers such as the Financial Times and the Daily Telegraph as well as The Economist.

Direct marketing is also an important part of the campaign and the division's new branding will be used on everything from the online banking site, newsletters and bespoke "pitchbooks", created for potential new customers.

Richard French, global marketing director for Barclays Corporate, said: "As our business is now focused on larger, more sophisticated corporates, our new brand must speak directly to this audience.

"The entire focus of the campaign is positioning the corporate bank as a financial partner for success."

Barclays Corporate is now part of the new corporate and investment banking and wealth management division, along with Barclays Capital and Barclays Wealth.

The new marketing campaign will also emphasise how Barclays Corporate customers can receive crossover benefits from these divisions.

Barclays Corporate launches with consumer-style ads

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).