BARCLAYS WEALTH

Barclays asked us to help them revitalise their International Premier, Financial Planning, Stockbroking, and Private Banking businesses.

Our solution was to combine these operations under a single new business and brand identity, Barclays Wealth.

To out-think higher-spending competitors, we disrupted category conventions. While other brands only talked about themselves and their wealth management expertise, Barclays Wealth became the first brand to talk about what wealth means to customers.

Our work included a seamless brand identity and communications strategy, and new strategies for retail, internal communications, corporate culture and customer experience, as well as ‘traditional’ advertising and digital services.

Barclays Wealth became the fastest growing brand in the category, with brand consideration moving from last to first place (10% to 58%).

Where most competitors lost clients and profits, we grew total client assets under management by £52 billion, and a £10m campaign investment generated an additional £132m profit.

This campaign was the single most awarded winner at the 2009 Euro Effies, winning a Gold Effie, the Print Campaign Award and a Special Commendation in the Grand Prix.

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