Barclays launches TV-led personal finance campaign

Barclays has launched a new campaign designed to educate British consumers on how to better manage their money.

The Make Money Work For You campaign features TV presenter Nick Knowles and has been launched in conjunction with Sky and Channel 5.

The campaign consists of six short broadcasts and aims to educate viewers on how to cope with life’s financial challenges using Barclays products and services, specifically.

“Now more than ever before, we know that money matters can be complex and intimidating to many,” said Inderjit Bassi, the bank’s chief marketing officer.

“At Barclays, we want people to feel empowered to achieve their money goals, whether they are customers or not and so, we’re proud to launch this new partnership with Channel 5 to further cement our role in helping people make money work for them.”

The partnership will run across Channel 5 and My5 until January 2025, airing throughout contextually relevant shows based on money matters, decision making and those that feature Nick Knowles.

Off air, the creative will run as a paid social campaign to engage audiences on Channel 5’s Facebook, Instagram and YouTube platforms.

The unique partnership forms a part of Barclays’ consumer marketing strategy for the year to help strengthen Britons’ confidence in managing their finances.

“This bespoke collaboration with Barclays featuring Channel 5’s Nick Knowles brings the bank’s wider campaign to life in an engaging and entertaining way for the channel’s broad audience across linear, streaming and social,” said Scott Taylor, group account director for Paramount Advertising International Markets.

“It’s a great example of how we can leverage our brands and talent to enhance brand partnerships.”