The ads, which break at the end of this month, aim to wipe the slate
clean of the controversial campaign, which saw the bank position itself
as 'big' at the same time as closing many of its branches.
Repairing the damage to the bank is seen as one of the biggest challenges facing Barclays group marketing director Simon Gulliford. One of his first moves was to switch the £15m advertising business from Leagas Delaney to Bartle Bogle Hegarty.
The new campaign, through BBH, is believed to herald a repositioning of the bank, but neither Barclays nor BBH would give details of the change in strategy.
However, Jackson is strongly associated with youth culture and cutting edge fashion, and has been used as a brand ambassador for brands such as Kangol. He also appeals to a much younger audience than celebrities Anthony Hopkins and Robbie Coltrane, who starred in the 'Big' campaign.
_1.jpg)
.jpg)
