Barclays has appointed Bartle Bogle Hegarty without a pitch to
handle its £15 million advertising account in a move which sees
the incumbent, Leagas Delaney, relegated to handling unspecified
projects for the "forseeable future".
BBH's task will be to put across Barclays' "brand architecture
strategy", according to Simon Gulliford, the group's new marketing
Leagas won the account in 1999 from J. Walter Thompson, and went on to
create the controversial "big" campaign. The ads starred a number of
famous actors, including Sir Anthony Hopkins, Robbie Coltrane and
Timothy Spall, at a time of branch closures and consumer
Gulliford said: "Leagas Delaney has consistently produced high-quality
work for Barclays. However, the brand is expanding all the time, and we
believe this requires us to bring in new input to develop the overall
group-wide strategy, as we wanted to get a fresh view from an agency not
currently working with any of our group businesses."
BBH's group business development director, Steve Kershaw, said: "We're
looking forward to working with one of the most high-profile and
successful UK brands."
The appointment comes just a month after BBH's sister agency, Starcom
Motive, won the bank's £15 million media account, having elbowed
its way on to a pitchlist made up of the roster agencies MediaVest, OMD
Gulliford, who instigated both the media and creative reviews, joined
Barclays from Emap, where he was the marketing director of consumer
brands, working with Starcom Motive and BBH.
It is not thought that there are immediate plans to ditch the "big"
campaign, which aimed to bolster Barclays' global brand presence.
Barclays wanted to react to consumer research which showed that
consumers were turned off by financial services companies that tried to
present themselves as friendly.