Barclays: Marketing that made money work for the nation

Barclays, a bank, launched a campaign in the UK to help the audience to seize control of their relationship with money and then build a personal world of money that revolved around their needs.

Executive summary

Barclays changed the role of marketing to actively try and fix the nation's dysfunctional relationship with money. In doing so we broke away from category norms of passive support and also broke away in marketing effectiveness to become market leader.

In 2020 Barclays faced a significant challenge. Our business recovery post-financial crash and post-Libor scandal had stalled. We were struggling to differentiate from our competitors. And worse, UK consumers were distrustful of banks and generally tired and stressed when it came to all things money.

We decided to tackle the UK's dysfunctional relationship with money head on. Our promise...

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