Goldfish top marketer quits after Barclaycard takeover

Goldfish marketing director Martin White has quit the credit card company following its acquisition by Barclays and amid speculation that the brand will be axed.

It is not thought that White, a former Lloyds TSB marketer, has a job to go to. Barclays completed its £35m purchase of Goldfish parent company Discover Financial Services earlier this month, just months after Goldfish was relaunched, backed by a multimillion pound advertising campaign.

Barclays’ card division Barclaycard is now assessing “strategic options” for the brand, which could include scrapping it. It is also thought to be in talks with its roster agencies over handling the Goldfish advertising and media business, currently held by Grey London and Starcom. A Barclaycard spokeswoman says no decision has been made.

White joined the company in September last year after Morgan Stanley spun off its card operation, including the Morgan Stanley and Goldfish brands, into Discover Financial Services (MW September 6, 2007). He replaced Morgan Stanley Consumer Banking UK marketing director Patrick Muir, a former Egg launch marketer (MW July 26, 2007).

White was tasked with relaunching the Goldfish brand, which has received little investment since a previous relaunch six years ago.
Barclaycard’s advertising is handled by Bartle Bogle Hegarty, with media planning and buying by Walker Media. DM is split between EHS Brann and WWAV Rapp Collins.