Barclays is restructuring its marketing department, reversing the work of outgoing marketing and communications director Simon Gulliford, ahead of the arrival of ITV marketing director Jim Hytner later this year.
The rejig means Hytner’s appointment will be to a much reduced role compared to that developed by Gulliford. Hytner’s title will be group brand and UK banking marketing director when he joins in October, and he will be one of a number of marketers sitting on a newly created “marketing council” chaired by UK banking chief executive Roger Davis.
Marketing will be devolved to the different parts of the business. During his three-year tenure, Gulliford oversaw the creation of a centralised marketing function for Barclays, bringing all areas of the business under his control, including Barclaycard and its communications.
Barclays says marketing operations director Tim Kiy is taking another role within the bank after his job became redundant. Barclays personal banking marketing director Andrew Gillespie has already resigned ahead of the restructure (MW June 10).
The bank says the restructure is at the behest of chief executive designate John Varley, who will replace Matt Barrett when he becomes chairman in defiance of City critics later this year.
Gulliford was responsible for the consolidation of Barclays’ advertising into Bartle Bogle Hegarty (MW August 2, 2001), including the transfer of the &£6.5m Barclaycard business after 13 years with DDB London last year (MW October 30, 2003).