Barclays airs branded radio programming

Starcom division Starcom+ is launching banking giant Barclays’ first national campaign of advertiser-funded radio programming for its small business division.

The campaign, called Business Tips, will be fronted by entrepreneur Duncan Bannatyne, who stars in the BBC’s Dragons’ Den series. It uses “real” Barclays customers giving advice on topics such as getting started in business, choosing premises and creating a business plan.

Starcom+ has commissioned USP Radio Projects to create 14 90-second programmes, which will air on 33 local commercial stations and three national stations during weekday drive-time periods. Barclays Small Business is investing the lion’s share of its six-figure campaign budget in radio, with online support.

Last year, the division concentrated on below-the-line activity, running a roadshow to help small businesses – those with a turnover of less than &£1m a year – with their marketing. The roadshows featured marketing expert Robert Craven (MW April 15, 2004).

Barclays Small Business is recruiting a marketing director to replace Louise Fowler, who takes over as Britannia Building Society’s director of marketing later this month. John Davis, managing director of Barclays’ Clearly Business software packages, is covering the role.

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