Barclaycard has signed up PR agency Charles Barker to help it
compete against the influx of new credit cards in the UK.
The appointment, the first time in five years that Barclaycard has
worked with a PR agency, covers sponsorship as well as consumer PR. It
is believed that the agency has been briefed to scout for new
sponsorship opportunities for the brand. It currently only sponsors the
Champions of British Sport programme for young atheletes.
The Charles Barker team, led by director Steve Gebbett, beat three other
agencies to win the business: GCI London, Countrywide Porter Novelli and
Barclaycard is the largest credit card in the UK with a market share of
around 30 per cent. However it is facing competition from new entrants
into the market, including cards from US banks offering very low
interest rates, cards from supermarkets Sainsbury’s and Tesco,
andloyalty-style cards such as Goldfish.