Barclays is relaunching its “Corporate” brand with a campaign that aims to push the bank as a “financial partner” in large companies’ “success”.
The print, outdoor and direct marketing activity uses the strapline “Power to Help You Succeed” and illustrates the “innovative” banking solutions Barclays Corporate claims to provide clients.
It also aims to push the benefits available to clients because of the closer alignment between the bank’s Capital and Wealth brands.
Barclays Corporate recently realigned within Barclays, moving from being part of the retail banking arm into the new Corporate and Investment Banking and Wealth Management division alongside Barclays Capital and Barclays Wealth.
Richard French, global marketing director for Barclays Corporate, says: “As our business is now focused on larger, more sophisticated corporates, our new brand must speak directly to this audience. From commercial property development in Birmingham to renewable energy generation in Ireland, our clients’ stories are the vehicle in which our brand values are driven.
“The entire focus of the campaign is positioning the corporate bank as a financial partner for success, which will underline the fact Barclays Corporate is an organisation that truly understands the businesses of our clients, and their ambition, and brings together all the capabilities across the Barclays Group efficiently and in a way that will add significant value to their bottom line.”
Running alongside the brand campaign will be ’In Perspective’, a direct marketing/business advisory initiative, an email newsletter and an interactive website offering expert articles, targeted videos and market data covering global trade issues to specific finance solutions.