Openplan, which was a Woolwich product prior to Barclays' acquisition of the Woolwich brand in August 2000, had previously been promoted in a separate TV campaign featuring a knickerbocker glory. However, Barclays now wants to create consistency across all its marketing communications.
Barclays' centres of excellence director, George Bothwell, said Openplan will be incorporated into one of three executions in the new campaign. The ad, which promotes Barclays' personal banking, uses the endline "Value is a matter of opinion. Openplan is a matter of fact".
The campaign breaks on April 7 and was created by Bartle Bogle Hegarty. The other two executions cover Barclays' wealth management and business banking offers. The TV work will be supported by print advertising and a redesign of Barclays' website to underline the "Fluent in Finance" positioning.
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