Barclays is putting extra advertising support behind b2, its stock
market-linked savings operation in a renewed effort to wean more people
away from traditional savings accounts.
It is plunging a reported pounds 3 million into a springtime poster,
national press and TV offensive in the run-up to the end of the
financial year on 5 April, when the financial services industry does 60
per cent of its annual business.
The new campaign, through Banks Hoggins O’Shea/FCB, will be seen partly
as a counter to press reports that the scheme, launched in 1998 to pull
business away from other offerings such as First Direct, was being
Until recently, its advertising has been relatively low key in the
financial pages of the national press. Now, b2 chiefs believe they can
be more aggressive with a year’s good performance figures to back their
Written by Chris O’Shea and art directed by Ken Hoggins, the agency’s
creative partners, the 96- and 48-sheet posters continue b2’s original
aim of making stock market investment straightforward.
This is perceived by b2 as an even more important move since the
Government replaced easy to understand tax-free PEPs with the more
complicated ISAs last April.
Jo Blundell, the Banks Hoggins board account director on the business,
said: ’People are still nervous about moving out of savings schemes and
into the stock market.’
The TV campaign, supported by national press advertising, will continue
to make use of the actor, Richard E. Grant, who launched the scheme,
although he will only be heard rather than seen. It was directed by
Daniel Barber through Rose Hackney Barber. Media buying is through