Barclays banks on C&W in latest consumer drive

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 business.

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

business.



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.



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