Gulliford's travels: brollies to Barclays

October 2004
Brand Strategy;Oct2004, Issue 186, p16
Trade Publication
This article presents a profile of Simon Gulliford, communication director at Barclays. Guilliford shares his early experiences in the world of marketing. For the last three years, Gulliford has headed up one of the largest marketing budgets in the UK and attempted to introduce Hollywood cool to an industry better known for wooden advertising. One of the reasons why Gulliford has won the internal battle at Barclays, when others would have failed, is because of his `wheeler dealer' instincts inform decisions. Gulliford used to own a number of Honda car dealerships which he bought in receivership, before boosting their turnover from 6m pounds to 30m pounds. He says it drives him nuts when he hears marketers plead for brand building money, while admitting they can't show any financial return.


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