Barclays Personal Banking: changing the currency of the Current Account

Rupert Price and Christy Stewart-Smith

This 1998 case study established that during a time when competitive activity was fierce, Barclays Bank revitalised its core banking business and advertising made a vital contribution to this, by: delivering sales of a new product; promoting other aspects of the business, and raising the value of the Barclays personal banking offering.
Agency: J. Walter ThompsonAuthors: Rupert Price and Christy Stewart-Smith

Barclays Personal Banking: Changing the Currency of the Current Account

INTRODUCTION

This paper establishes that during a time in which competitive activity was fierce, Barclays Bank revitalised its core personal banking business, with advertising making a vital contribution to the success of this strategy. It will demonstrate that advertising has not only delivered sales of a new product, the added value Barclays Additions current account, but has also helped promote other aspects of the business, and is responsible for raising the value of the Barclays personal banking offering....

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