Brief Description: Gold and Charles Channon winner. 1991-1995 campaign with Rowan Atkinson. Problem of maintaining share and gaining new users after card’s re-launch in 1990 with annual fee. With a spend of £41.8million for the period of 1991-199514 TV films were made covering 8 different product benefits. Very good response to advertising and changes to perception of the brand. (Millward Brown). Share increased in competitive market with advertising helping to strengthen the brand. ---(TAGS)---Full Title: Barclaycard ~ Barclaycard : 'Barclaycard: Put it away,Bough' Number: 1996/311; Brand: Barclaycard; Client: Barclaycard; Product Category: Financial Services (Plastic cards - credit, debit, store); Agency: BMP DDB; Author: Paul Feldwick, Sarah Carter and Louise Cook; Prize Winner: Gold; Charles Channon Award (Ref: Adworks 9)