Barclays Wealth – Barclays Wealth Brand Launch (GOLD)

Client: Barclays
Brand: Barclays Wealth
Campaign: Barclays Wealth brand launch
Category: Product/Service Launch

Barclays owned 5 wealth management businesses1 but lacked a powerful brand. Our marketing efforts were fragmented. Furthermore, there was a huge opportunity to disrupt a category lacking brand differentiation. We unified these five businesses into a single coherent brand with a differentiated approach to marketing. In 2 years, Barclays Wealth went from unknown brand with the lowest consideration score to the most preferred brand among affluent prospects. It is now the fastest growing business in the space. We far exceeded our ambition to grow assets under management by 25%, with a £36 billion increase, £20 billion more than expected2.