The payments brand currently operates with an agency roster first established in 2001. All agencies, including EHS Brann and Dare Digital, have been informed of the decision and are being invited to re-pitch for the work.
Barclaycard recently appointed Rapp to handle the direct marketing account for the launch of a new branded reward scheme.
The pitch process, which is being overseen by Barclaycard director of brand and advertising Gary Twelvetree, is expected to be completed this summer.
Over the past year, Barclaycard launched a new corporate brand identity, designed by The Brand Union. The brand is also attempting to position itself closer to the music industry through a partnership with ticket website Live Nation and sponsorship of the Mercury Music Prize.
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