The high-street bank is rolling out a multimillion-pound three-month branding push, which will see it take over the homepages of 16 websites in the Yahoo! UK & Ireland network.
The online initiative will run across Yahoo!'s news, sport, shopping and entertainment sites, representing the biggest single branding campaign brokered by Yahoo! in the UK.
Barclays has briefed Dare to develop high-impact activity to raise awareness of its portfolio of financial products and services, which include current accounts, pensions and mortgages.
The initiative is a change in strategy for Barclays, which has previously used the web for direct-response work. Last month it tied with Yahoo! for a digital drive promoting its sponsorship of Premiership football.
Barclays marketing director Jim Hytner recently announced plans to leave the firm after almost three years in the role to join Top Up TV as commercial director.
Hytner is expected to remain at the group until November, when Deanna Oppenheimer, UK banking chief operating officer, will take over responsibility for marketing.
_1.jpg)
.jpg)
