Barclays Bank has formally kicked off a review of its media planning and
buying business and is preparing to centralise its entire pounds 12
million account into one agency.
The centralisation was first mooted last year (Campaign, 15 September
1995) and briefs have been sent out over the past few days. Five
agencies are lining up to pitch for the business - the two incumbents,
the Media Centre and Mediastar, as well as Optimedia, J. Walter Thompson
and BMP DDB.
JWT handles Barclays’ creative account, while BMP handles the media
buying for Barclaycard, although this is not included in the review.
BMP also handles the full-service account for the Alliance and Leicester
building society, which is laying plans to transform itself into a bank,
but is moving a significant proportion of its pounds 18 million media
spend below the line.
Optimedia is one of the few top media companies without a large
Pitches will be held at the end of the month.