From the archives: Redefining the world of premium banking

01 November, 2019 Share socially

In 2008, Barclays had less than 0.2% of the mass affluent segment which was estimated at £350bn and was experiencing double digit growth. Their intention was to capture a share of this market within their international markets. They came to us with the challenge of creating an iconic mass affluent banking brand, which was competitive enough to challenge and flexible enough to operate in markets as diverse as France, Russia and the UAE.

We created the core idea of ‘well designed banking’ to transform the bank from a transactional relationship to a intuitive relationship that understood that the customer base wanted more than just function. From a new brand to new banking premises we created an entirely new experience that lived up to the promise of well designed banking at every touchpoint. The brand expanded into partnership agreements with Apple, Starwood, Porsche and even the creation of the Barclays Premier University to create a better trained relationship manager for the customer.

It was rolled out across 14 countries within Europe, Middle East, Africa and Far East within 18 months and the landmark concept across the main Western European markets. The retail concept was also taken on by ABSA in South Africa and you will see a heavy influence in the Barclays mass market retail presence in the UK.