As the UK digital planning and buying agency for Barclaycard, Walker-i will launch an online branding exercise in May. Barclaycard will also use Walker-i's new behavioural targeting and segmentation services, as well as its WASP Affiliate Platform.
Walker-i already works across Barclays UK and Barclays Wealth, while parent agency Walker Media handles Barclaycard's planning and buying for traditional media.
According to Mark Syal, head of Walker-i, £1m of the £10m planning and buying budget will be spent on a branding campaign.
It is believed part of the branding exercise will relate to the launch of two new cards- a green card where users can earn points for buying environmentally friendly products and a smartcard that combines contactless payment, credit and Oyster travel features.
The card is the result of a deal between Barclaycard, Visa and TranSys, on behalf of Transport for London and is set to be rolled out to Londoners by the end of summer.
Syal said a multi-channel approach to planning was key to winning the contract. "We found that online is actually a stronger medium for press advertising than offline, and we're talking to press owners on and offline about communicating across both channels," he added. "More people see press online than offline, so we have to stay ahead of that curve."
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