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The banking giant has stated its intention to become 'the new Tesco' by investing heavily in marketing. Simon Gulliford, group marketing director at Barclays, wants to emulate the supermarket's domination of brand loyalty surveys.

Barclays has poached Liz Sinclair, brand manager for BT's Together, to be head of campaign management for business banking. Gary Twelvetrees, Emap's director of retail marketing, becomes Barclays' head of campaign management for group projects, and Ray Huntzinger, a senior executive at Unilever's Diversilever division, becomes head of production. All three will report to Andrew Gillespie, marketing operations director.

At the same time it has emerged that David Radford, the marketer formerly in charge of advertising at Barclays, has left to set up his own company.

Radford was one of the bank's top four marketers responsible for overseeing an £18m ad budget before Gulliford restructured the business in January.

Radford joined the company in 1996 from brewer Labatts where he was marketing director.

Caitlin Thomas, brand strategy director at Barclays' new Centre of Excellence, has been handed overall control of advertising for Barclays, Woolwich and Barclaycard.

She is strengthening her team ahead of the launch of a corporate ad campaign, which breaks at the end of this month through Bartle Bogle Hegarty.