Barclays has appointed Leagas Delaney to its estimated 30m retail account, which is being restructured to accommodate its first brand-based ad campaign for six years.
Leagas Delaney was appointed this week after a two-way pitch against BMP DDB. Incumbent J Walter Thompson was eliminated from the shortlist at an earlier stage of the pitch.
Louise Footner, Barclays head of public relations, says: “Leagas Delaney will initially work on brand advertising, which will function as a framework for all global communications. All other advertising, including products, will feed from that brand-based campaign”.
Footner says: “JWT [incumbent on all sectors of the retail account] has a few projects to finish up, but it won’t be doing any new work for us. Leagas Delaney will take over all retail accounts.”
Footner says Barclays is likely to tailor its retail ad account to accommodate the return to brand-based advertising. “We chose Leagas Delaney because we felt it has clear creative and strategic strengths and was strong on branding.”
Barclays recently unveiled a new, customer-friendly corporate identity, created by Interbrand Newell & Sorrell, as part of the drive to strengthen its brand.