Barclaycard marketing director Paul Parmenter, who was responsible for the credit card company’s tie-up with the Premiership, is moving to take up a new marketing role – chief operating officer of group marketing – in the Barclays Group.
Parmenter’s new role focuses on the implementation of marketing strategy across the Barclays Group.
Parmenter is being replaced at Barclaycard by Alison Hutchinson, chief executive of the banking group’s online procurement business, BarclaysB2B.
Hutchinson takes over responsibility for all Barclaycard’s brand and product management, customer strategy, e-commerce, marketing communications and sponsorship.
Hutchinson and Parmenter will report to group marketing director Simon Gulliford and will sit on the group’s marketing executive board. Gulliford, who joined in 2001 (MW April 12, 2001), has been behind a significant shift in Barclays’ marketing strategy, including a major restructuring of the marketing department and the appointment of Bartle Bogle Hegarty (BBH) to replace Leagas Delaney, the agency responsible for the controversial “big” campaign (MW August 2, 2001). BBH’s campaign, featuring actor Samuel L Jackson reciting monologues, broke at the beginning of July.
A Barclays spokesman says there are no plans for a review of Barclaycard’s advertising, but confirms that Barclaycard’s &£2.6m advertising spend is set to increase.