Changing Perceptions

How do you take a 300-year-old bank and make it relevant to online customers?

Despite Barclays position as a globally recognized financial institution, its appeal to a new generation of online customers was virtually nonexistent. In order to compete with the ease, versatility and value perception of virtual banking institutions, Barclays needed to enter the online playing field with a new product that would speak to a new kind of consumer. In 2013, the bank took the first step by creating a high value online savings product. CIA’s job was to ensure the products ultimate success and staying power.

CIA continues to serve as the visionary behind the thought-provoking and effective marketing for Barclays Online Savings accounts. We combine Barclays’ simple way of saving with goal-reaching ambition, success and the ultimate satisfaction that comes from smart financial choices. Upscale elements of an active lifestyle and a culturally rich contemporary look drove profitability and increased the appeal of the product to a new group of both well-to-do and hope-to-do-well consumers.

While helping to build Barclays banking brand, CIA strengthened Barclays’ mission of helping its clients and customers achieve their ambitions – not only in the right way, but also in a brand-new way.