More consistent, more caring
Barclays in Africa and the Caribbean
Barclays had a substantial presence in Africa and the Caribbean (AFCAR), which was of strategic importance to its success as a global bank. Our task was to create and implement a marketing communications programme across the retail and business divisions throughout the region, which reflected the (then) new Barclays group visual identity and brand values and, importantly, repositioned Barclays as a more caring, approachable bank in response to market research findings and recommendations. In addition, the programme was required to:
- Standardise product information across AFCAR countries
- Reduce the number of agencies working for Barclays
- Bring budgetary and administrative control back to the UK
- Reduce costs for Barclays
- Be easy to distribute and update
On brief, on brand
As brand strategy consultants to Barclays Corporate Bank throughout the group brand development programme and with an in-depth knowledge of the corporate and business banking products and services, our team was uniquely placed to meet this brief. 15 campaigns were conceived, written, designed and produced across a wide range of products and services (for internal and external audiences) including: brochures, press advertisements, direct marketing, letters, templates, staff videos, internal newsletters, advice on merchandising and how to create and implement local advertising.
The campaign assets were delivered on DVD, which included all photographs, artwork and supporting text as single files. Once the DVD solution had been delivered, updates were made available via a microsite. User training was implemented through a number of brand workshops in South Africa, which we also designed and facilitated.
