JWT wins Barclays Capital task

J. Walter Thompson has won the pounds 2 million corporate advertising account of Barclays Capital Group, the company formed to manage the debt trading, derivatives and foreign exchange operation of BZW.

J. Walter Thompson has won the pounds 2 million corporate

advertising account of Barclays Capital Group, the company formed to

manage the debt trading, derivatives and foreign exchange operation of

BZW.



JWT, which is the agency for Barclays Bank, pitched for the business

against Young & Rubicam and Dewe Rogerson, the incumbent on BZW.

Barclays Capital Group was formed after Barclays decided to sell off the

equities division of BZW.



Simon Burridge, a director-in-charge at JWT, said: ’It was important

that we win this account, to further consolidate our relationship with

Barclays.’



Peter Baillie, the director of corporate communications at Barclays

Capital, said: ’We were impressed by JWT’s ready grasp of the issues

facing an investment banking business in today’s competitive and rapidly

changing markets.’



The first campaign for Barclays Capital will launch in the financial,

international and domestic press in major capital markets, with the

first burst due to run before Christmas.



Burridge said JWT clinched the deal with the help of a simple creative

device that will form part of an international branding exercise. ’We

will use a thin blue line to cross out or underscore and emphasise text.

This device can work across all markets - it is equally effective in

Germany and Japan,’ he said.



The blue line has been adapted from the Barclays Capital corporate

styling, which is represented by grey text underlined in blue.



The Advertising Agency Register was used to shortlist the three

finalists.



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

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 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).