Barclays moves from Leagas Delaney to BBH

Barclays has appointed Bartle Bogle Hegarty without a pitch to

handle its £15 million advertising account in a move which sees

the incumbent, Leagas Delaney, relegated to handling unspecified

projects for the "forseeable future".



BBH's task will be to put across Barclays' "brand architecture

strategy", according to Simon Gulliford, the group's new marketing

director.



Leagas won the account in 1999 from J. Walter Thompson, and went on to

create the controversial "big" campaign. The ads starred a number of

famous actors, including Sir Anthony Hopkins, Robbie Coltrane and

Timothy Spall, at a time of branch closures and consumer

dissatisfaction.



Gulliford said: "Leagas Delaney has consistently produced high-quality

work for Barclays. However, the brand is expanding all the time, and we

believe this requires us to bring in new input to develop the overall

group-wide strategy, as we wanted to get a fresh view from an agency not

currently working with any of our group businesses."



BBH's group business development director, Steve Kershaw, said: "We're

looking forward to working with one of the most high-profile and

successful UK brands."



The appointment comes just a month after BBH's sister agency, Starcom

Motive, won the bank's £15 million media account, having elbowed

its way on to a pitchlist made up of the roster agencies MediaVest, OMD

and Optimedia.



Gulliford, who instigated both the media and creative reviews, joined

Barclays from Emap, where he was the marketing director of consumer

brands, working with Starcom Motive and BBH.



It is not thought that there are immediate plans to ditch the "big"

campaign, which aimed to bolster Barclays' global brand presence.

Barclays wanted to react to consumer research which showed that

consumers were turned off by financial services companies that tried to

present themselves as friendly.



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