Barclays puts pounds 3m into b2 campaign

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.

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

killed off.



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

claims.



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

MediaVest.



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