Barclays: Purpose pays

Tom Roach

Barclays, a British multinational investment bank, launched a series of purpose campaigns in the UK to regain brand trust and show how Barclays can make a difference through programmes such as LifeSkills.

Campaign details

Brand: BarclaysAdvertiser: BarclaysAgency: Bartle Bogle Hegarty

Introduction

Brand purpose: panacea or placebo?

Few ideas in marketing today can divide a room as quickly as 'brand purpose'. The big names all come down on one side or...

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