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.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
- Business Development Manager EMAP Competitive + Bonus, London (Greater) / London (Central), London (Greater) / London (East), London (Greater)
- Digital Acquisition Manager - Leading Online Biz GoodEgg Digital £70k + Bonus and Benefits, United Kingdom / England / North West England / Lancashire / Manchester, Greater Manchester
- Search Marketing Manager - International Markets Search Laboratory £24,000 - £30,000 per annum + benefits , Yorkshire and the Humber / North Yorkshire / West Yorkshire / Harrogate, North Yorkshire / Leeds,...
- Senior Brand Manager Ball & Hoolahan £Excellent Salary Package , South East England / London (Greater)
- Marketing Communications Senior Manager Lloyd's of London Competitive salary and benefits package , London (City of), London (Greater)