The campaign will run in Botswana, Zimbabwe, Zambia, Ghana, Kenya, Uganda, Mauritius and Seychelles. It will not run in South Africa, as Barclays divested itself there in the 1980s, selling out to local shareholders which now operate as First National Bank.
The Grey network will run the account from South Africa with the support of its affiliated agencies in the region, including thosein Zimbabwe, Kenya, Uganda, Tanzania, Nigeria, Ghana, Cote d'Ivoire, Mauritius and Seychelles.
Barclays is targeting a high-income market in the region comprising 35 million people.
Copyright November 1999, Crain Communications Inc.