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Fabiola Wilcox

What’s your background, and where does your passion for branding come from?

I'm one of those people who often wonders what life could have been if I’d chosen to be an entertainer, a lawyer, a politician, a scientist, an artist, a writer... branding is a job that allows me to be all these things at once. I graduated in Social Communication, with an emphasis on Advertising and Marketing, from Centro Universitário de Maringá in Brazil.

Why were you attracted to the role in Barclaycard?

It was the challenge of working in an industry I had little experience in and the opportunity to built the brand globally. I’d also heard that Barclaycard was known as the ‘cooler younger brother’ of the bank, which kind of made my decision for me.

How is the Barclaycard brand different to others you’ve worked with?

Barclaycard has a tale of firsts: the first credit card company in the UK, the first to give cards to women back in the 70s, the first to allow purchases online, the first contactless payment, and most recently we've developed a new wearable way to pay. It’s a fantastic story and I hope we can change people’s lives by telling it.

Fabi Wilcox
I'd heard that Barclaycard was known as the cooler younger brother of the bank

The brand refresh must have been one of your biggest projects

It’s actually the third brand refresh I’ve worked on but probably one of the biggest and a real team effort too. Hundreds of colleagues from teams across the UK, EU and US were involved alongside creative and research agencies. My role was to keep the focus on what we wanted to achieve and help steer the creative development in that direction.

What’s been the greatest challenge in your role?

During the brand refresh – coordinating all the different workstreams in various locations to make sure everything was delivered on time.

And the most interesting part?

Spreading the word about the brand, getting colleagues excited about it and supporting them in aligning their work. I love it when we present to teams who haven’t had much contact with branding before. The session starts with a bit of scepticism and colleagues thinking, “what has this got to do with my role?” But by the end of it they’re excited, fully on board and ready to help us in any way they can. It really makes my day.

Fabi Wilcox looking over her shoulder
My role was to keep the focus on what we wanted to achieve and help steer the creative development

What’s it like to work in your team?

Everyone has freedom to speak up when something is not quite right, and the support to develop the ideas they believe will make a positive impact in our business and our world.

What inspires you?

Literally everything. From a loved-up couple in the underground to a funky headline or visual in a newspaper. Everything I see, hear or interact with gets stored away and used as reference for future work.

Fabi Wilcox smiling
Everything I see, hear or interact with gets stored away and used as reference for future work.

And the attributes you’d like to be known for?

Creative and passionate about what I do, but above everything – fair.

Tell us something about you that people might be surprised to hear

I'm too open for my own good sometimes so it’s hard to think of something people won't already know… I can easily cry watching Christmas ads on TV, I sing out loud when driving on the motorway and couldn’t tell a joke even if my life depended on it. I also make unbelievably good cocktails.

Fabi Wilcox laughing
I sing out loud when driving on the motorway and couldn't tell a joke even if my life depended on it.