Campaign details
Brand: BarclaycardAdvertiser: BarclaycardEntrants: OMD UK and BarclaycardPrincipal authors: Paul Phillips, OMD UK; Robert Beevers, OMD UKContributing author: Alex Silk, OMD UK; Pete Heskett, Droga5
Introduction
Entering 2019 Barclaycard faced a huge commercial challenge. Barclays Group, like its competitors, had been commanded by the Financial Conduct Authority (FCA) to achieve and maintain Return on Tangible Equity (ROTE) in excess of 10% by the end of the year, a target they could only hit if Barclaycard, like every other business unit, made a strong contribution. But, in 2019, Barclaycard's returns were...