EDITORIAL: Beware change for sake of it

By just about any criteria you care to choose - awareness, likeability, even effectiveness - BMP DDB’s advertising for Barclaycard has, over the past nine years, set the very highest standards in its sector.

By just about any criteria you care to choose - awareness,

likeability, even effectiveness - BMP DDB’s advertising for Barclaycard

has, over the past nine years, set the very highest standards in its

sector.



Even Barclaycard thinks so. This week, it described its recent

advertising as ’exceptional’, ’highly acclaimed’ and ’current(ly)

successful’.



So why then has Barclaycard decided to call a review? It isn’t saying,

not even privately, but the suspicion is that BMP has fallen victim to

two factors: the client’s desire to be seen to be doing something; and

the temptation to dabble in pastures new.



When this happens old-fashioned virtues like consistent excellence and

loyalty, both of which BMP has demonstrated in spades, count for naught,

shame.