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In a departure from the buttoned-down approach it has used in the past, Barclays Global Investors aims for a lighter touch with new spots plugging its iShares investment program.
A campaign that broke last week from San Francisco agency Venables, Bell & Partners is the financial-services company’s first ad effort in two years. A budget was not disclosed. Annual spending is $10 million, according to the client and agency.
BGI’s previous agency, Saatchi & Saatchi in San Francisco, closed last year, and the account went to VB&P and partner shop Eleven after a review of undisclosed shops.
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