Commentary

Is Barclays An Ad Agency?

Barclays is more than just a banking and financial services brand -- It’s an agency, suggests Laura DeGraff, director of marketing for Barclaycard. “We function as a brand as well as an agency,” DeGraff told attendees of MediaPost’s Brand Marketers Summit on Friday, noting that the company’s payment business works with about 40 brands. Like any agency worth its salt, Barclaycard has been building up its emerging marketing expertise. “We work with outside agencies, too, which act as an extension of our digital department,” DeGraff said. Yet, “Day-to-day is managed internally.”            

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