Barclaycard has put its creative account, currently handled by BMP
DDB, up for grabs.
Abbott Mead Vickers BBDO, Bartle Bogle Hegarty, WCRS and the incumbent
have been invited to pitch for the pounds 15m business. Media buying,
handled by BMP Optimum, is not affected.
No one at BMP was available for comment.
At the end of last year Barclaycard said it intended to raise its
advertising budget by pounds 10m to pounds 25m to defend its leadership
of the UK credit card market. The increase also reflected the growth in
competition from new credit card brands offering low interest rates.
Last year Barclaycard ended one of the most enduring campaigns in
advertising when it ditched comedian Rowan Atkinson after six years.
Barclaycard introduced a new campaign last year in a bid to reposition
the card as a brand which could be used for small domestic
purchases.
The ads carried the line ’Don’t put it off, put it on. Barclaycard’ and
featured a hapless homeowner whose property falls to pieces through
neglect.
Previous ads highlighted Barclaycard’s worldwide acceptance and promoted
benefits like travel insurance.
Paul Parmenter, who was appointed as marketing director of Barclaycard
in May last year, said: ’BMP has produced exceptional advertising for
Barclaycard over the past nine years. However, looking into 1999 as we
advance our marketing strategy, it is clear that this is an ideal time
for Barclaycard to look for some new thinking and ideas.’
An agency will be picked at the end of October.
Meanwhile, this week Barclaycard launched Barclaycard Visa in
France.
The French card will have a loyalty programme called Barclaycard
Millesime.
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