Barclays to review its media planning

Barclays is reviewing its &£30m group media planning and buying business. It has invited Walker Media, OMD UK and PHD Media to pitch for the account alongside incumbent Starcom.

Barclays marketing director Jim Hytner (pictured) says he has called the pitch, which is being handled by the Haystack Group, because he wants a renewed emphasis on “creativity in media planning”. He adds that the resignation of Mark Cranmer, chief executive of Starcom for Europe, Middle East and Africa, was also a deciding factor.

Starcom, then Starcom Motive, won the account from sister agency Starcom Mediavest in 2001 (MW July 5, 2001). Barclays later moved the &£4.2m Barclaycard planning and buying account out of OMD UK and into Starcom without a formal pitch (MW June 26, 2003).

The bank is introducing a raft of new products this year, which it is planning on marketing heavily to build on last year’s brand repositioning. Hytner, who joined Barclays in 2004, has been battling to change perceptions of the high street bank and has introduced the new strapline: “Barclays. Now there’s a thought”.

He has also announced plans to triple the marketing budget for mortgage brand Woolwich, injecting an extra &£10m this year. Hytner has also appointed Barclays brand manager Tim Kiy as its first marketing director in five years (MW November 17, 2005).

Barclays’ creative agency Bartle Bogle Hegarty is not affected by the review.