Barclaycard to credit PR with dedicated campaign

Barclaycard has shortlisted four agencies to pitch for its first dedicated consumer PR campaign in five years.

Barclaycard has shortlisted four agencies to pitch for its first

dedicated consumer PR campaign in five years.



The shortlisted agencies are: Charles Barker, GCI London, Countrywide

and Key Communications.



The fee for the account is expected to be well into six figures.

Barclaycard has a pounds 50 million UK marketing budget and to date has

relied heavily on TV and cinema advertising featuring Rowan

Atkinson.



The decision to employ a full-time agency reflects the increasing

competition in the credit card market. Barclaycard is currently the

biggest credit card in Europe with nine million members but newcomers

such as Tesco, Goldfish and a raft of American banks are seen as a

threat.



Barclays’ deputy head of UK bank PR, Chris Tucker said a decision is

expected by the end of the month. ’We want to stretch our coverage

beyond the personal finance pages and let people know that we have a lot

to offer above our competitors,’ she said.



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