Barclays 'Fluent in Finance' marketer Gulliford departs

LONDON – Barclays marketing and communications director Simon Gulliford, who was behind the Samuel L Jackson television ads, is leaving the company at the end of this year and is planning to resume his career as a consultant.

Since joining Barclays three years ago, Gulliford has overseen the "Fluent in Finance" brand positioning through the group's Jackson TV commercials and he has also recently unveiled the group's new brand identity.

Gulliford, who will remain a consultant to Barclays following his departure, follows Barclays Bank brand strategy director Caitlin Thomas out of the door. Thomas, who reported to Gulliford, left the company in October last year to set up her own business.

Barclays restructured its marketing last year when it merged its marketing and communications teams, resulting in a number of role changes across the group. This saw then group marketing director Gulliford take on a new role.

John Varley, the deputy group chief executive, said: "I am immensely grateful for Simon's many contributions to Barclays in the last three years. He has brought intellectual and practical leadership to Barclays' marketing, as well as an energy, passion, and commitment to excellence, which have served us well. Having delivered a step change in marketing capability, I am delighted that he will stay in his post until the year end, enabling him to preside over the important marketing work we have ahead of us in the second half."

Last month, Barclays unveiled the overhaul of its corporate identity, which included a radical reworking of its famous eagle icon. The rebrand was the latest phase of Barclays' global expansion ambitions and will eventually be incorporated into the visual identity of all subsidiaries.

Barclays advertising has been handled by Bartle Bogle Hegarty since it won the estimated £20m business in 2001 from Leagas Delaney. The agency ran into trouble last year when the bank publicly rebuked it for saying that the Samuel L Jackson campaign was to be dumped.

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