Barclays’ latest partnership with Channel 5 and Sky Media will see it star Nick Knowles in a new six-part social media series focused on encouraging honest conversations about money.
Launching from tonight, the series will feature alongside Channel 5 programmes including ‘Bank Scams: Don’t Get Caught Out’ and the new series ‘New: Fresh v Frozen: Which is better?’ at 8pm.
A set of 15 and 30 second spots show Knowles in his home seeking guidance from Barclays customer care specialist Janet Hoggart about relatable money matters, including where to begin investing and how to avoid falling prey to scams.
Running until January 2025, the partnership, which forms part of Barclays wider financial confidence messaging, will air throughout shows that touch on money-related issues and decision making as well as those fronted by Knowles.
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Meanwhile, off air the spot will be further supported by a paid social campaign which aims to engage audiences across Channel 5’s Facebook, Instagram and Youtube channels.
Barclays CMO Inderjit Bassi said: “Now more than ever before, we know that money matters can be complex and intimidating to many.”
“At Barclays we want people to feel empowered to achieve their money goals whether they are customers or not and so, we are proud to launch this new partnership with Channel 5 to further cement our role in helping people make money work for them.”
Paramount Advertising international markets group account director Scott Taylor added: “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. It’s a great example of how we can leverage our brands and talent to enhance brand partnerships.”
It comes after the bank partnered with Channel 4 on a social series entitled ‘Money on My Mind’ which featured videos that drew on topics including “How to Make Your Side Hustle A Full Time Job”.
The bank has recently come under fire for its role sponsoring Wimbledon, and its links with the fossil fuel sector.
