The Barclaycard ads talked about spending flexibly, but we communicated them only at the end of the month. This freed budget to maximise awareness when it mattered most. The campaign featured 60" ads starring Jennifer Aniston, placed in all programmes that Friends viewers watched. In addition we used press ads in retail environments, direct mail, and website launch. All combined to deliver disproportionate resonance in a blizzard of competitive activity.

Response rates hit their highest level in three years. Card uptake increased twenty-fold to exceed targets by 65%, representing £8.4m additional profit above forecast, for investment of half that sum. We have now been promoted to the highest supplier status – a first for any media agency within Barclays Group.