The findings were discovered through research conducted by financial ad agency Masius on behalf of the Financial Services Forum.
Despite generating high awareness (100% recall), only 18% of marketers thought the campaign delivered a positive impact for the brand.
The results are contrary to Barclays' own research. Last September it claimed that its 'Fluent in Finance' ads raised consumer perceptions of Barclays as having more financial expertise than other banks from 19% to 41%. This data was compiled following the start of the campaign in June 2002. It resulted in a 24% rise in current account recruitment during July.
The Masius research also showed that only 32% of marketers thought Lloyds TSB's black horse TV ads delivered positive brand impact. Halifax, First Direct and Egg scored the highest in the survey. Halifax's advertising achieved a recall of 93%, with 69% saying it had a positive impact.
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