Barclays Personal Banking: Changing the currency of the Current Account - IPA Effectiveness Awards Case Study 1998

Brief Description: Barclays revitalized its banking business at a time of intense competitive activity with advertising making a important contribution. It raised the value of the personal banking offering, delivered sales of a new product and promoted many other areas of the business.The current account Barclays Additions was launched regionally and then nationally, as well as PC and youth banking campaigns. As well as consolidating the customer base new customers increased and by the end of 1997 a market share of 20% was expected ;---(TAGS)--- Full Title: Barclays personal banking : changing the currency of the current account ; Number: 1998/47 ; Brand Name: Barclays Bank ; Client: Barclays Bank Plc ; IPA_ProductCoding: Financial Services (Banks/building societies/friendly societies/banking services/accounts) ; Agency: J Walter Thompson ; Author: Rupert Price, Christy Stewart-Smith ;