Barclays has promoted its high-profile top marketer Jim Hytner to oversee the marketing of its Barclaycard and Barclays International businesses. Both businesses are now tipped to undergo a repositioning, with the bank believed to want to align each more closely with the high street brand.
The move comes in the middle of a &£30m media planning and buying pitch (MW January 5). Incumbent Starcom, along with PHD Media, OMD UK and Walker Media have pitched for the business and are awaiting a decision, expected later this month.
The move sees Hytner, who controls a marketing budget of more than &£350m, take on the title of group brand director as well as his existing Barclays UK banking marketing director role. He will have overall control of the direction of Barclays’ brands marketing and will report to Gary Hoffman, the newly appointed chairman of UK banking and Barclaycard.
The move is believed to be a precursor to the banking giant bringing its Barclays and Barclaycard brands closer together. Barclays is also searching for a marketing director for Barclaycard, who will report directly to Hytner and the card company’s chief executive.
Insiders say Barclays’ board has been impressed with Hytner’s rebranding of the high street bank, which has seen the scrapping of its “Fluent in Finance” campaign, its subsequent “Inventive Spirit” repositioning and a more down-to-earth tone of voice. Similar repositionings are now expected for Barclaycard and Barclays International.