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• The comprehensive and competitive review, managed by Joanne Davis Consulting, was initiated to bolster Barclays's US consumer strategy and deliver key marketing initiatives.
  • It will promote assets such as online savings accounts, personal loans, and Premier League sponsorship activations.
  • Team One will utilize a "compelling brand strategy" to provide solutions such as comms mapping, CRM, digital, and sponsorship marketing," per Team One CEO Julie Michael.
• Barclays will reportedly launch its first work from Team One in early 2023.
• The company will likely:
  • Launch a new campaign
  • Shift its strategy
    • This will involve ramping up digital and sponsorship initiatives.
  • Continue increasing spend
  • Conduct additional agency reviews
• Target demographic: 
  • Millennials and Gen-X with a slight male skew
    • Its national TV commercials target both English- and Spanish-speaking audiences.

Recent leadership shifts:

• Within the past months, Barclays added to its team with several hires such as credit card digital marketing analytics VP and lead Shankar Ramachandran (March 2022), direct mail marketing lead and AVP Ruth Miranda (October 2022), marketing planning manager and AVP Dan Katz (January 2023)

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: Barclays allocated roughly $509.3k toward national TV commercials last year after not having utilized it in 2021.
  • 2022 ad programming: Its 2022 commercials targeted English- and Spanish-speaking sports enthusiasts watching shows such as Premier League Mornings, Fútbol Premier League, Premier League Live, and Figure Skating.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: The company ended up spending approximately $4.7m on digital ads last year, 27% more than the approximately $3.7m spent in 2021.
  • 2022 data: In 2022, Barclays earned about 675m digital impressions via Facebook (44%), Instagram (25%), desktop display (19%), Twitter (6%), desktop video (3%), and mobile display (3%) ads.
    • Top site destinations for last year's desktop display ads included aarp.org (27%), yahoo.com, ebay.com, investopedia.com, and realsimple.com.
• Additional channel insights  
  • The company utilizes Google Ads.
  • Barclays works with influencers, and it sponsors podcasts such as The Daily, TED Talks Daily, Stuff You Should Know, The Indicator from Planet Money, and This American Life.

Additional agency insights: