Team One will work with Barclays in areas including consumer communications strategy, CRM, digital and sponsorship marketing as the brand aims to boost usage of its premium credit cards and banking services in the U.S. It will also manage Barclays’ Premier League and Wimbledon sponsor relationships. Tomovich also plans to grow the company’s loans and deposit business in the coming years.
Barclays is a key win for Team One, whose affluent client roster includes Lexus and Marriott International's Ritz-Carlton. Barclays' media spend was estimated at $29 million in 2021, according to Kantar.
The agency has done work for Ally Bank and HSBC in the past, and Barclays was on the client wish list for Team One, said CEO Julie Michael.
“Barclays was kind of our dream, so when it came up for review, we really jumped at the chance to participate,” Michael said. “There may be future digital work to be done—we do CRM and B2B work—so the opportunity to scale with us is there if Barclays ever needs the capability."