Agency: BMP DDB | Authors: Louise Cook, Sarah Carter and Paul Feldwick |
Barclaycard - 'put it away Bough'
THE ARGUMENT
In 1990, important changes were taking place in the UK credit card market, threatening the position of the two dominant brands. This story is of how Barclaycard survived, and profited from, these upheavals unlike Access which, without decisive management and effective advertising support, significantly declined.
Barclaycard reversed a declining share trend, achieved brand leadership, enhanced profitability, and established itself as a premium brand in an increasingly commoditised market. While a number of marketing activities together contributed to...