Barclays Wealth successfully launched some years ago with a controversial campaign asking, ‘Wealth. What’s it to you?’ It targeted people who’d made money rather than inherited it and communicated that Barclays Wealth understood that wealth meant different things to different people.
This development work, which didn’t run, extended the idea by bringing some of the attitudes that the original question would have prompted into the front of the campaign. It aimed to show that wealth didn’t conform to stereotypes and that Barclays Wealth reflected a new, refreshing and iconoclastic set of attitudes.
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