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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here