Barclaycard is to review its below-the-line agency roster for the UK.
The current agency list was created in 2001 and has evolved over the last 8 years.
All the agencies currently used by Barclaycard, and affected by the review, have been informed and will be invited to take part in the process, which will start immediately and is expected to be completed this summer.
The review is being managed by Gary Twelvetree, Barclaycard’s director of brand and advertising.
In the last year, Barclaycard has launched a new brand position and visual identity, introduced an innovative advertising strategy, moved into areas such as music sponsorship and announced a strategic partnership with Orange to launch mobile payments to UK customers.
Barclaycard has just signed up to sponsor the Mercury Music Prize in a four-year-deal, taking over from Nationwide. The company is keen to further its associations with music.