Barclays campaign to highlight quality of staff

LONDON - Barclays is embarking on a multimillion-pound bid to establish itself as a customer-friendly bank, backed by its biggest ad campaign in four years.

At the same time, the bank's staff are to dumb down how they talk to customers. A "Tone of voice" project will simplify the language used to engage with customers, including that on in-branch signage. "Customer service" signs, for example, will now read "Can I help you?".

The strategy, masterminded by marketing chief Jim Hytner, will introduce the strapline "Barclays, now there's a thought", replacing "Fluent in finance".

A TV campaign, created by Bartle Bogle Hegarty, breaks on Friday. The ads focus on Barclays' staff and highlight the bank's "inventive spirit". "They show the staff's ability to come up with ideas that benefit customers at a local level," said Hytner.

The strategy will pit Barclays directly against rival Lloyds TSB's customer-focused "You first" positioning.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media
  • Head of Planning Competitive Salary, negotiable for the right candidate Accord Group Limited, Central London WC1A
  • CRM - Campaign Manager £32,000 - £38,000 PLUS bonus & company benefits Comparethemarket.com, Peterborough, Cambridgeshire
  • Partnerships Manager £30,000 - £55,000 PLUS bonus & company benefits Comparethemarket.com, Peterborough, Cambridgeshire

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners