Describing sport as a “profound way to connect”, CMO Nina Bibby believes sponsors should push boundaries and appreciate it won’t always be “slick and perfect”.
By combining segmented data with a targeted media strategy, the bank drove awareness of its Barclays Local service across 15 communities.
Simon Groves joins Barclays after almost 25 years working at O2, and will report into former O2 colleague Nina Bibby at the bank.
Nina Bibby has previously occupied senior marketing roles at telecoms companies including 02 and Verizon.
Determined to fix the nation’s “dysfunctional” relationship with money, Barclays’ magical vision of financial control helped the bank achieve record media ROI and claim top spot in overall share of new mortgages.
This should have been a big weekend on social for Cazoo, with two of the teams it sponsors playing each other in the Premier League. However, its CEO says brands have a “responsibility to the wider community” to do the right thing.
Despite having a “very powerful” brand, Barclays believes there is limited differentiation between banking brands, something it is trying to address with a new positioning, tone of voice and visual identity.
If brands are serious about closing the gender gap in sport they should start by challenging the cultural barriers at a grassroots level.
An unprecedented number of brands are jumping into women’s sport sponsorships, but are they doing enough to advocate for female athletes or just benefitting from the wave of popularity?
The credit card brand is preparing for major changes to its business model and marketing strategy as regulation, competition and economic turmoil hit the financial services industry.
Admitting Barclaycard’s audience currently “skews too far” towards older consumers, Barclaycard’s chief marketing officer Katherine Whitton hopes the brand’s renewed focus on music and partnerships with the likes of Snapchat can also boost its loyalty among millennials.
Having launched a new TV ad promoting fraud awareness, Barclays’ marketing director for personal and corporate banking Claire Hilton says it will be the ‘first of many’ as the bank hopes issue-based marketing can boost trust in its brand.
With the Barclays Premier League having just kicked off – the last season with the bank as headline sponsor – brands such as Carlsberg, Nike, Gumtree and Yokohama tell Marketing Week how they’re using social media and the football platform’s global scale to build brand awareness.
Buzz around disability sport has died down since the London 2012 Paralympics and more ‘storytelling’ needs to be done by brands to boost interest and participation.
Paralympian track and field athlete Sophia Warner is launching the UK’s first disabled-first sports event, Para Tri, in an effort to address the lack of non-elite sports options available for the 12 million people living with a disability across the country.