Barclaycard to crank up efforts in new initiatives drive

Barclaycard is to boost its marketing activity to support planned payment initiatives and a new customer loyalty programme.

The credit card brand plans to hire 50 additional marketers to work within several disciplines in the Barclaycard UK business, including digital, campaign management and marketing strategy.

News of the recruitment blitz comes as Barclaycard appoints Iris as its lead direct marketing agency.
Barclaycard UK marketing director Katherine Whitton says the agency’s “creative solutions” will help introduce developments in its innovation programme.

Iris will work across both the commercial and consumer businesses of Barclaycard and alongside the Barclaycard core agency team that comprises Bartle Bogle Hegarty, Walker Media and Dare. Vital will also continue with its role on the agency roster.

The brand is currently testing a mobile contactless payment initiative and recently launched an account management system, called mybarclaycard.

It also plans to launch a new customer loyalty programme next year, which it claims will give Barclaycard customers immediate rewards in many of the retailers for whom Barclaycard processes card payments.

The brand has shifted its sponsorship strategy towards music this year in an attempt to engage customers. It recently launched music website and signed a four-year deal earlier this year to replace Nationwide as sponsor of the Mercury Prize.

Earlier this week, the brand’s owner, Barclays, announced that Barclaycard’s pre-tax profit for the nine months to 30 September was ahead of profits for the same period last year. The bank says income from the brand grew “very strongly” year on year with the international businesses benefiting from higher customer balances.

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