Strategy

Geneva: 60,000 start the day with Barclays

Paul Adams, Geneva, 7 March 2005

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Every morning in Geneva at 7:50am on WRG-FM’s Breakfast Show, Henk Potts from Barclays Bank in London broadcasts the World Business Report i...

Every morning in Geneva at 7:50am on WRG-FM’s Breakfast Show, Henk Potts from Barclays Bank in London broadcasts the World Business Report including all the latest financial information straight from the markets.

Henk covers the Swiss and international markets as well as gossip and rumours from the field in an informative and entertaining style. The popularity of the programme has made Henk into a local radio star.

Barclays Bank (Suisse) SA incorporates both Barclays Private Bank and Barclays International Premier Banking and specialises in meeting the international and cross-border banking, investment and estate planning needs of affluent individuals and their families. Barclays were quick to seize upon this novel way of targeting this group notoriously difficult to reach.

WRG-FM is the only English language commercial radio station in Switzerland—and for that reason has the most unique audience in the country. Those who listen to WRG-FM come from all over the world, are multi-lingual, professional and earn higher than average salaries. For example 42 per cent of listeners earn some SFr 5-10,000 ($4,276-$8,534)and 29 per cent of male listeners earn SFr10-15,000 per month.

Listeners include members of the financial community, staff of the European seat of the United Nations and executives of multi-national corporations with regional headquarters in the area. These include Caterpillar Corporation, Procter & Gamble and Philip Morris amongst many others.

The station’s 60,000 regular listeners live in Geneva, the Canton of Vaud and neighbouring France. More than half of them tune into the programme from their car radios.

Siobhan Griffin, the Head of Barclays International Premier Banking, told WealthBriefing that: “Barclays has been extremely pleased with the feedback from clients and colleagues. The World Market Report with programme host, Mark Butcher, and Henk Potts is unmissable and a great way to kick start a working day in the financial markets”.

She is also looking forward to the continued collaboration with WRG-FM and to opening lots of new accounts.

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