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CAMPAIGN NEWS: Barclays Corporate relaunches with large-scale brand campaign that means business

Barclays Corporate relaunched itself today with a large-scale brand campaign. Using the strapline 'The power to help you succeed', the campaign is built around banking solutions for large UK businesses, focusing on positioning the corporate bank as a financial partner for success.

Campaign activity will involve print, online and outdoor channels, as well as client events, direct marketing and a revamped website. Running alongside the campaign, will be 'In perspective' - a direct marketing/business advisory initiative combining digital and live events.

Barclays Corporate recently moved from being part of the retail banking arm into the new Corporate and Investment Banking and Wealth Management division.

Global marketing director at Barclays Corporate, Richard French, commented, "As our business is now focused on larger, more sophisticated corporates, our new brand must speak directly to this audience. From commercial property development in Birmingham to renewable energy generation in Ireland, our clients' stories are the vehicle in which our brand values are driven."

French added that the focus of the campaign "Will underline the fact that Barclays Corporate is an organisation that truly understands the business of our clients and brings together all the capabilities across the Barclays Group efficiently and in a way that will add significant value to their bottom line."