Barclays has pooled its UK consumer direct marketing account into Rapp, marking a return to the agency which lost the majority of the business to Havas EHS (formerly EHS 4D) in 2010.
The company had previously used a number of agencies, including Balloon Dog, Soho Square, Iris and VCCP me, with the bulk of the work being handled by EHS.
Rapp, which previously shared the Barclaycard account with EHS, will now oversee the company’s entire DM account. The business is estimated to be worth more than £10m a year.
Much of the bank’s direct activity is linked to its ‘Next Best Offer’ scheme which merged hundreds of disparate datasets and embraced state-of-the-art printing technology to promote products to its customer base, using bank statements.
The programme was devised by a team from Presky Maves, who joined VCCP me last year.
Barclays has had a torrid time this summer, with its reputation taking a seriously hit.
In June it admitted that it had attempted to manipulate the Libor and Euribor rates between 2005 and 2009. The scandal led to the resignation of chief executive Bob Diamond and chairman Marcus Agius and a £290m fine imposed by the FSA.
Barclays rethinks DM agency roster