Landor picks up Barclays Bank strategy brief

Barclays is understood to have appointed Landor Associates to advise on its international marketing and communications strategy.

Barclays is understood to have appointed Landor Associates to advise on its international marketing and communications strategy.

US-based Landor is an international branding specialist, owned by WPP Group. Although best known for its work with airlines, it has also worked for financial institutions such as Citibank.

Landor’s appointment may be linked to the arrival last year of pioneering US banker Deanna Oppenheimer as Barclays’ UK banking chief operating officer. At Seattle-based bank Washington Mutual, Oppenheimer introduced concierges, children’s play areas, bookstores and shops selling “Action Teller” dolls.

A Barclays spokesman confirms Landor’s appointment, but adds: “We are using it for some consultancy work. It’s blue-sky thinking. We’re not going to shake up the master brand – you’re not going to see a complete relaunch.”

It is not thought the Landor project will affect the bank’s advertising arrangements – the UK agency of record is Bartle Bogle Hegarty. Barclays has this year reviewed its &£70m media planning and buying account and its &£30m direct marketing account. Media was moved out of Starcom and into Walker Media (MW March 23), while direct marketing incumbent EHS Brann split the account with WWAV Rapp Collins (MW last week).

Barclays has changed its advertising strategy repeatedly in the past five years. In 2001, its “Big” campaign, featuring actor Robbie Coltrane, focused on how a big bank could still be flexible. In 2002, its “Fluent in Finance” campaign used Hollywood star Samuel L Jackson to highlight how Barclays used jargon-free language when communicating with customers.

In 2004, Donald Sutherland and Gary Oldman grew money trees. Finally, last October, it introduced a new strapline, “Barclays. Now there’s a thought”, and focused on how staff were constantly coming up with innovative services for its consumers.

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