Agencies battle for 2m Barclays

Barclays Bank is seeking an agency to spearhead a 2m rebranding campaign for its investment banking business.

The bank has put part of its investment business, BZW, on the market. The remaining divisions, which also exist under the BZW umbrella, have now been renamed Barclays Capital.

Barclays Capital is talking to BZW incumbent agency Dewe Rogerson, Barclays Bank incumbent J Walter Thompson and Young & Rubicam about a name-awareness campaign.

Peter Baillie, director of communications at Barclays Capital, says: “We will be targeting all the main financial consumer and business press in the English-speaking world.” BZW has been running corporate branding advertising since 1994.

Barclays Capital now manages the bank’s derivatives, fixed income, loan syndication and foreign exchange businesses. The BZW divisions, which are currently for sale, are equity and corporate finance businesses.

The sale is being handled by merchant bank Goldman Sachs.



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