Barclays: Purpose pays – the next chapter

Barclays, the UK bank, recovered a stalling business with a strategic shift that addressed the nation’s relationship with money, delivering increases in sales, brand reputation and profits.

Campaign details

Brand: BarclaysAdvertiser: BarclaysEntrant: BBHCategory: Single MarketPrincipal author: Robert Meiklejohn, BBHContributing authors: Ed Kurland, BBH; Sarah Stallwood, Annalect; Manon Rubinstein, Annalect

Introduction: Can purpose also drive business effectiveness?

This paper is a proud sequel to our 2018 silver winning paper "Purpose Pays". In that paper we showed how Barclays deployed purpose-led marketing from 2013 to deliver a step-change in marketing effectiveness.

And now like Terminator 2, the Godfather 2 and The Empire Strikes Back we want to share with you a second chapter that is even more impactful...

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