LONDON - Barclays is set to launch a campaign, created by Bartle Bogle Hegarty, that repositions the brand as a one-stop shop for achieving financial security, under the strapline 'One small step'.
The push, rolling out in the next 10 days, is being led by Barclays' chief marketing officer, Libby Chambers. Last year she was promoted from head of marketing at Barclaycard, where she oversaw a full corporate rebrand.
Barclays has repositioned itself several times over the past decade. Its most recent campaign featured branch staff, and was intended to position it as friendly and approachable.
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