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
‘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.