NEWS: Barclays woos middle market with Camargue

Barclays Bank has signed up Camargue to help boost its profile among ‘middle market’ businesses.

Barclays Bank has signed up Camargue to help boost its profile among

‘middle market’ businesses.



The agency was recruited for an initial six-month period last month

after a three-way pitch. It will work with Barclays UK banking services’

in-house PR team to target medium-sized businesses with a turnover of

around pounds 500,000 to pounds 1 million.



The move, which marks Barclays’ first signing of an agency solely for

the middle market, follows its decision to develop separate strategies

for small, medium and large-sized companies. The bank currently has

about 90,000 middle market customers - about 28 per cent of the sector.



Nick Cobban, head of public relations for Barclays UK banking services,

said: ‘We are trying to put across to the middle market the services

that are available to them and how we can help them develop their

business.



‘Traditionally, this has not been an area that people write about in

non-specialist media. However, although there will be a certain amount

of targeting of business-to-business, trade and management magazines, we

will be aiming to get coverage in the national media.’



Cobban stressed that Camargue would be working very closely with

Barclays’ in-house team, particularly deputy PR head Chris Tucker.



Camargue’s signing brings Barclays’ number of UK agencies to six: it

also uses Fishburn Hedges, Paragon Communications, Harrison Cowley, Hill

and Knowlton, and Sector.



Last week, Barclays’ half year results showed that pre-tax profits had

increased by 15 per cent on last year to pounds 1,296 million, and

operating profits had risen by 39 per cent to pounds 1,223 million.



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