Barclays Bank returns to television this weekend after a six-year
absence with a new commercial from J. Walter Thompson.
The new work breaks on Sunday 12 January across all ITV regions except
Westcountry, STV, Ulster and Grampian. It will also run on Channel 4 and
satellite for a six-week burst as part of a mixed media campaign to
support the bank’s new current account, Barclays Additions.
Barclays has advertised extensively in the press and on outdoor, with
some regional TV work in recent years. This is its first national TV
push since 1991.
The 30-second ad - which will also be used as a ten-second cut-down -
was written by Mark Wilkins, art directed by Mike Murphy and directed by
Richard Phillips through R. J. Phillips and Co. All media buying is
through the Media Centre, which scooped the centralised Barclays media
business last year.
The TV work is part of a pounds 3 million campaign running throughout
January, which also includes direct mail, press, posters and London
Underground advertising. There will also be promotional activity in
Gordon Rankin, the director of personal banking, said that the TV spend
reflected an increase in ad budgets and spend in other media would not
The new push reflects Barclays’ decision to reject a corporate
advertising strategy, choosing instead a product-specific route. Tim
Parkes, the head of current accounts at Barclays, said: ’TV will be used
strategically to promote new services and products rather than for a
corporate advertising campaign.’
The Additions account is being launched alongside the standard Barclays
Bank Account and provides a package of additional benefits, such as
medical insurance, for a monthly fee.
The new work follows speculation that Barclays considered reviewing its
creative account. However, Rankin insisted: ’There was no plot
whatsoever to replace JWT.’