Barclaycard appoints communications chief

Barclays has promoted its head of card and branch marketing Gary Twelvetree to Barclaycard director of communication, brand and advertising. It is a newly created position.

Twelvetree will head the Barclaycard marketing team as well as take responsibility for the brand’s identity, communications and marketing campaigns. Twelvetree reports to Keith Coulter, the UK managing director for cards and loans.

Twelvetree joined the high street bank from EMAP in May 2002, taking on the role of head of campaign management for group projects. At EMAP he was marketing manager for celebrity magazine Heat.

Barclaycard is still searching for a replacement for head of brand Mike Hoban, who was poached by Scottish Widows as director of customer and brand (MW 18 August, 2005). Twelvetree will oversee the appointment.

The company launched an advertising campaign last year starring comic actress Jennifer Saunders in an attempt to return to the “classic” humorous advertising the brand used to be known for. The campaign replaced a series of ads starring Friends actress Jennifer Aniston.

The campaign, which launched last July, was created by Bartle Bogle Hegarty (BBH).

Barclaycard’s media account is up for pitch as part of a wider Barclay Group review. Incumbent Starcom is repitching for the business.

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