WMH will help to assimilate brands recently acquired by Barclays, including Clydesdale and the Woolwich.
It has not yet been confirmed which, if any, of the brands will keep their individual identities, although Barclays has a history of retaining brand names it has absorbed.
The appointment of WMH, which scooped the brief following a four-way pitch against Wolff Olins, Fitch and incumbent Interbrand, is in line with Barclays’ strategy of creating a unified voice and a cohesive look and feel for the group.
A spokesman for the bank said that Bartle Bogle Hegarty’s ‘Fluent in finance’ line will continue to run across communications, and the
Barclays logo will remain the same.
Barclays brand strategy director Sara Deeks handled the pitch. WMH’s win means Interbrand will be relegated to working for the bank on a
project basis.
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