Barclays Savings is investing around pounds 100,000 in a consumer
PR campaign designed to de-mystify the personal savings sector. Cohn and
Wolfe beat off three competitors to the estimated pounds 50,000-fee
Agency managing director Martin Thomas said the agency’s role would be
to catch the attention of non-finance experts by injecting interest and
fun into a market which can be ’dry’ and ’full of jargon’.
’There are people who read the financial pages avidly, but our programme
is aimed at the vast amount of the population who aren’t so financially
driven,’ Thomas said.
C&W’s team of five are working on a range of publicity initiatives. They
will also support a new press and radio ad campaign through JWT.
Barclays is hoping the campaign will help it contend with competition
from building societies - the traditional savings advisers - and newer
players like Virgin Direct.
’We don’t have the time or experience to do it in-house,’ said Barclays
Personal Sector PR manager Louise Footner.
The campaign will cover savings accounts, TESSAs and bonds. PEPs and
unit trusts are dealt with by Barclays Unicorn.