katerstorey November 13, 2004

In 2004 I worked with a team at Bernard Hodes to create the graduate recruitment campaign for Barclays Global Investors 2004/5 MBA/Postgraduate intake.

The business was targeting UK and North American colleges including Oxford, London Business School, Cambridge, Berkley etc. And our challenge was to create a fresh and appealing campaign from existing brand guidelines that would be appropriate for both sides of the Atlantic, bearing in mind cultural differences regarding humour and language.

The campaign we produced included on & offline materials, requiring great internal co-ordination from the agency teams. Whilst also maintaining close contact with BGI’s internal web development team who integrated the site into their global dot.com.

Images from the campaign site below – it was a great chance to play with their brand to appeal to this audience – a first for them.