Barclays Engages Soho Square for Direct

LOS ANGELES WPP Group’s Soho Square has won creative chores on Barclays Global Investors’ direct marketing account following a review, the client has confirmed.

The San Francisco-based financial services company had previously worked with two local incumbents, Adams Hussey & Associates and Havas’ Euro RSCG, according to client official David Feltman. Euro RSCG retains Barclays’ Web business, he said.

“We’re happy with Soho as our choice,” said Feltman of the crosstown shop. “It’s a great agency and will help us build the direct business.”

He added that business-to-business creative was “important to help us foster one-to-one communications with 100,000 financial advisors using exchange-traded funds. It is important to speak to them directly.”

The account’s value and other review contenders could not immediately be determined.

Brand advertising, handled by Venables, Bell & Partners in San Francisco, as well as media duties, split between Venables and Havas’ MPG, were not included in the review, which was conducted by consultancy Select Resources International in Santa Monica, Calif.