- Leagas Delaney has won the $30 million (£18 million) global Barclays advertising account after a final shoot out against BMP DDB.
The agency's appointment ends a seven-year relationship with J. Walter Thompson, which was knocked off the pitch list after the second round. Wieden & Kennedy pulled out after the first round of strategic presentations.
The pitch process, which was assisted by the AAR, began last October, but a shortlist was not drawn up until late January.
Leagas Delaney's brief is to create brand advertising, which will be used as a blueprint for all global communications. The branding campaign is expected to break towards the end of this year, although a final date has yet to be determined.
Nick Hough, Leagas Delaney's managing director, said: "It's a very important win for this agency. It's such a big UK client so the work will be visible here. It's also such a big blue chip client."
Hough adds that Barclays is set to increase its advertising activity overseas. "The head of global investments was involved in the pitch," he said.
The pitch was led by board director Jayne Barr, who quit Grey Advertising to join Leagas Delaney earlier this year. However, Hough says: "It is fair to say everyone in the agency contributed in some way."
JWT joined Leo Burnett and Euro RSCG on the Barclays roster in 1992, with a brief to develop its business banking. The agency was handed the consolidated account the following year. Barclays' recent above-the-line activity has been low-key: the most recent work from JWT is the long-running "Frankie gets cash" cinema campaign.
In June Barclays will unveil a new look -- its first identity revamp for 30 years. It is dropping the word "bank" from its name and introducing a less intimidating version of its trademark eagle, which will be wrapped around a 3-D globe. The redesign is being developed by Interbrand Newell & Sorrell.