Barclays airs branded radio programming

Starcom division Starcom+ is launching banking giant Barclays’ first national campaign of advertiser-funded radio programming for its small business division.

The campaign, called Business Tips, will be fronted by entrepreneur Duncan Bannatyne, who stars in the BBC’s Dragons’ Den series. It uses “real” Barclays customers giving advice on topics such as getting started in business, choosing premises and creating a business plan.

Starcom+ has commissioned USP Radio Projects to create 14 90-second programmes, which will air on 33 local commercial stations and three national stations during weekday drive-time periods. Barclays Small Business is investing the lion’s share of its six-figure campaign budget in radio, with online support.

Last year, the division concentrated on below-the-line activity, running a roadshow to help small businesses – those with a turnover of less than &£1m a year – with their marketing. The roadshows featured marketing expert Robert Craven (MW April 15, 2004).

Barclays Small Business is recruiting a marketing director to replace Louise Fowler, who takes over as Britannia Building Society’s director of marketing later this month. John Davis, managing director of Barclays’ Clearly Business software packages, is covering the role.

Recommended

Vernon proves that TV types can’t be custard

Marketing Week

When the Diary was young, world records were an everyday occurrence. Roy Castle would watch intently, trumpet in hand, while Norris McWhirter lurked in the background with his clipboard at the ready, as a group of school children looked on in horror as their mass domino topple was inadvertently set off by a blundering caretaker […]

Will Barclays’ customers really ‘have a nice day’?

Marketing Week

Although Barclays has picked pioneering American banker Deanna Oppenheimer to transform customer services at its 2,000-strong branch network, many observers are sceptical that she will bring about anything other than cosmetic changes. Oppenheimer, who joins as UK banking chief operating officer in October, is known for her radical refits of branches at Seattle-based bank Washington […]

Direct Line poaches Mike Tildesley

Marketing Week

Direct Line has poached More Than marketing director Mike Tildesley to join the company in the same role. Peter Corfield, who had been overseeing the role temporarily, will return to his role as marketing director at sister company Churchill.