Barclays: Wealth is always more than money
Frank Durden
Campaign details
Client: BarclaysAgency: Ogilvy & Mather LondonBrand: Barclays
Summary
This paper is about what happens when logic and instinct pull in different directions - and how planning can harness the tension to arrive at a new solution that maximises strategic power and influence.
Barclays' wealth management division was struggling to build strong relationships with successful individuals. Yet when there seemed, at last, to be an obvious, rational solution in sight, Planning's instinct was to search for a bigger opportunity.
The original solution ticked all the...