Barclays review threat to JWT grip on 30m brief

Barclays is drawing up a shortlist of agencies to pitch for an integrated campaign to promote its brand.

It has been suggested that the campaign could run globally, and that a global network is being sought.

A spokeswoman for Barclays comments: “We are talking to ad agencies with a view to a pitch for an integrated advertising campaign for the Barclays brand. We are finalising the shortlist, and agencies will be invited in at the end of January.”

It has been suggested that the review will extend across the entire 30m Barclays Retail Financial Services account held by J Walter Thompson, and could even include a worldwide review of the business, thought to be worth over 50m. The spokeswoman refuses to name which agencies the bank is talking to.

The move comes as Barclays launches a wider review of its brand which could lead to a new corporate identity and even a new name.

Speculation about a review has been circulating in the ad business for some time; Barclays is perceived by industry observers to lack a strong brand position in the UK.

There has been considerable upheaval at the bank during and following the resignation of chief executive Martin Taylor, who left at the end of last year after falling out with the board.

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