Barclays seeks 'more humane' image

Barclays is changing direction after its public relations disaster over branch closures

Barclays has appointed a new advertising agency to spearhead a "more humane" campaign, after the bank was lambasted for its "Big Bank" adverts last year.

More humane and more tangible and based on actual products, rather than the brand

Steve Kershaw of BBH

Barclay's spent £15m on its "Big" campaign, which featured celebrities such as actors Sir Anthony Hopkins, Robbie Coltrane and Tim Roth and was created by Leagas Delaney.

The adverts were slick and received good pre-publicity, but they turned into a public relations disaster when they coincided with the news that Barclays was closing about 170 branches in the UK - many in rural areas.

Bartle Bogle Hegarty (BBH) has won the contract to lead a new product-focused advertising campaign.

New direction

One of the earlier adverts featured Welsh-born Sir Anthony talking from the comfort of a palatial home about the importance of chasing "big" ideas and ambitions.

The adverts provoked a national debate when a junior minister Chris Mullin said that Barclays customers should "vote with their feet".

Barclays' image crisis worsened when it was revealed that new chief executive Matthew Barrett had been paid £1.3m for just three months' work.

Competitor NatWest has since capitalised on the fall-out from the Big Bank campaign.

It has been running adverts which triumph the fact that it has abolished closures.

PR offensive

Barclays has since extended opening hours at 84% of its branches and recruited an extra 2,000 staff to service the extra hours.

Closures sparked national outrage

The first adverts will not appear for a few months, and they will coincide with a series of new product launches.

Steve Kershaw, group business development director of BBH, said that although it was early days, the adverts would be "more humane and more tangible and based on actual products, rather than the brand".

Barclays said it would continue to work with Leagas Delaney on other campaigns.

Barclaycard

In a separate move, Barclaycard will start a £2m advertising campaign created by its advertising agency BMP DDB at the weekend.

It features football stars, including David Seaman, the Arsenal and England goalkeeper, who is filmed buying haircare products.

He is not the first footballer to be associated with haircare. David Ginola, the French footballer, has advertised for L'Oreal.