J. Walter Thompson is set to lose its entire pounds 18 million
Barclays Bank business after the agency failed to make it into the
second round of pitches for the Barclays corporate account.
This week, BMP DDB and Leagas Delaney are both presenting to the client
for the third time, having successfully completed two separate strategic
and creative legs in the first round.
A Barclays spokeswoman said: ’JWT has done great work for us in the
past, but another agency will better meet our requirements going
forward. In the long term, the bulk of the brand work will be handled by
the appointed agency.’
JWT will continue to work on retail and financial services in the short
The current pitch is for a corporate branding business, but it was clear
from the outset that the winner would be well placed to pick up the
entire pounds 18 million account.
Mark Robinson, the marketing director of JWT, admitted that the
relationship was likely to end.
Barclays consolidated all of its advertising into JWT in 1993, having
appointed the agency to work on its business banking in 1992. Before
that, the account was split between Leo Burnett, JWT and Euro RSCG.
JWT’s work for Barclays to date includes the long-running cinema
sponsorship, ’Frankie gets cash’.
Barclays recently unveiled its first makeover in 30 years. A new logo,
featuring the trademark eagle inside a globe, accompanies a change in
the shade of blue used in the bank’s livery. The new identity was
created by Interbrand Newell & Sorrell.