Barclays makes TV come-back with JWT ad

Barclays Bank returns to television this weekend after a six-year absence with a new commercial from J. Walter Thompson.

Barclays Bank returns to television this weekend after a six-year

absence with a new commercial from J. Walter Thompson.

The new work breaks on Sunday 12 January across all ITV regions except

Westcountry, STV, Ulster and Grampian. It will also run on Channel 4 and

satellite for a six-week burst as part of a mixed media campaign to

support the bank’s new current account, Barclays Additions.

Barclays has advertised extensively in the press and on outdoor, with

some regional TV work in recent years. This is its first national TV

push since 1991.

The 30-second ad - which will also be used as a ten-second cut-down -

was written by Mark Wilkins, art directed by Mike Murphy and directed by

Richard Phillips through R. J. Phillips and Co. All media buying is

through the Media Centre, which scooped the centralised Barclays media

business last year.

The TV work is part of a pounds 3 million campaign running throughout

January, which also includes direct mail, press, posters and London

Underground advertising. There will also be promotional activity in

Barclays branches.

Gordon Rankin, the director of personal banking, said that the TV spend

reflected an increase in ad budgets and spend in other media would not

be cut.

The new push reflects Barclays’ decision to reject a corporate

advertising strategy, choosing instead a product-specific route. Tim

Parkes, the head of current accounts at Barclays, said: ’TV will be used

strategically to promote new services and products rather than for a

corporate advertising campaign.’

The Additions account is being launched alongside the standard Barclays

Bank Account and provides a package of additional benefits, such as

medical insurance, for a monthly fee.

The new work follows speculation that Barclays considered reviewing its

creative account. However, Rankin insisted: ’There was no plot

whatsoever to replace JWT.’

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