Marketing campaign of the year

Marketing campaign of the year

Richard Couzens, Barclays Capital

When Barclays Capital issued a suite of iPath fixed-income exchange-traded notes (ETNs) last year, it recognised that alongside the usual marketing efforts, it needed to devote time and effort to the matter of education.

The bank took the novel approach of directly targeting potential investors with product information and educational material. "Once the product was in the market, we launched an education campaign. We looked at trying to reach investors who wanted to implement their views on the