Barclaycard is reviewing its below-the-line account, the direct
mail portion of which is worth pounds 21 million according to AC
Agencies are being approached to pitch for the UK task, though the
review is said to be at a very early stage. BHWG Proximity and
Colleagues Direct Marketing are the incumbents.
Barclaycard is Britain's third-biggest mailer and has recently made
radical changes to the way it approaches its direct mail. The client has
just introduced a sophisticated targeting system that will supposedly
cut down its mailing volumes. It will focus on customers that will be
more likely to buy its services.
Barclaycard last reviewed its direct marketing account in October
At the time the client wanted to refresh its Profiles loyalty
Profiles, which was launched in 1986, was one of the UK's first loyalty
schemes, rewarding customer spend with points which can be redeemed
against a catalogue.
At the same time Barclaycard held a review of its above-the-line
creative work. BMP DDB held on to the pounds 15 million Barclaycard
account after fighting off competition from Bartle Bogle Hegarty, Abbott
Mead Vickers BBDO and WCRS.
The creative account was put up for pitch that September when
Barclaycard decided to look for "new thinking and ideas" on the
business, which BMP had held for ten years.
In April this year, Indigo-Square, the online shopping venture between
Barclaycard and Nomura International, appointed Triangle to handle its