Barclays Names Team One as New Marketing Agency for its U.S. Consumer Business

Barclays US Consumer Bank, a leading co-branded credit card issuer and financial services partner in the United States, today announced that Team One will serve as its agency of record for strategic and creative marketing. The announcement comes after a comprehensive and competitive review that was initiated earlier this year to support the bank’s strategy and growth ambitions in the U.S. consumer market.

The Barclays marketing leadership team will collaborate with Team One on the overall strategy and delivery of key marketing initiatives across its award-winning partnership credit card portfolio and Barclays-branded assets that include online savings accounts, personal loans and Premier League sponsorship activations in the United States.

"We are excited to partner with Team One to help us accelerate growth for Barclays in the United States and elevate the experience customers have with us across all interactions and touchpoints,” said Lili Tomovich, chief marketing officer, Barclays US Consumer Bank. “Following a competitive review with talented agencies and teams, we were impressed with Team One’s strategic and creative capabilities, their use of analytics and consumer insights to solve challenges, and a shared commitment to delivering world-class customer experiences.”

“Barclays is the bank we’ve always wanted to work with in the United States. And once we met the ambitious marketing team there, we knew we could play a role in their future success,” said Julie Michael, CEO, Team One. “Barclays asked us for a platform solution including comms mapping, CRM, digital and sponsorship marketing – connected via compelling brand strategy – to invite more customers into Barclays’ premium credit cards and banking experiences. We are eagerly answering that brief.”

Team One will begin working with Barclays immediately and its initial work is expected to debut in early 2023.

The Barclays agency review was managed by Joanne Davis Consulting in New York.