Note to Mr G Burztss
TSRT
BARCLAY's Advertisine
In response to Barr.- 3ramley's question of 'why
change"?:
BWI has given BATC-o the right to develop the
advertising direction for BARCLAY
because it is primar-L-y a European brand. It is
riot BATCo's intention to make radical
changes to the advertsing campaign, especially
with an EC ban looming but
a) adverasing awareness is very low compared with
competition and own
sharx-
b) the',-:--ods rating on internationality is
declining
and C) the --:-! profile for the Parent is too
old.
The advertising acce:unce in Switzerland is very
poor. It is also felt, subjectively, that the
BARCLAY man's c;c,-~ing is not the desired,
genuine European style but an American
view of what constir~:--as European style.
BATCo plans to de--;oo iEh the new agency Grey,
the copy strategy, discuss it with BWI
and BATCF (who =--.- relaunch in 1993) and test
alternative concepts. Anv campaign must
also address the line ~-rensions and the
different, less developed environment that the
brand will face in th~ :zt market in Spain.
~k &~~
1 G HACKING
20 February 1992
cc: Mr J Rembis7!,,ski
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BATCO document for Province of BritiSh Columbia 25
October 1999