Barclaycard Case Study
Barclaycard introduced the credit card to Britain back in 1966. And for six years, Barclaycard was the only credit card: it created the market. Forty years on, CEO Antony Jenkins wanted to rediscover that pioneering spirit, and build a new vision for the business. In the past couple of years, the company had successfully solved a set of operational problems, and had developed a new brand identity with Interbrand. The business was in good shape: but where would it go next?
Owning the world of simple payment
Wolff Olins worked closely with Barclaycard to frame a vision. The idea was to rediscover the company's founding ambition, but to play it out on a much larger scale. Once again, Barclaycard would own a concept, pioneer it, set the rules, create a market. But that concept would go beyond credit cards to the much larger field of simple payment – which could include new technologies like contactless cards and mobile phone payment. And Barclaycard's territory would be not just Britain, but the world. We summed this vision up as 'owning the world of simple payment'.
This vision is now the driving idea at Barclaycard. It guides decision-making, and has given the business a new energy. And it's helping Barclaycard attract great new people. Barclaycard is once again a pioneer.