Barclays launches football event to promote wealth management

Barclays has launched an initiative to showcase its investment insights and create debate over wealth management.

Barclays: ad uses a shoe that is half boot, half Brogue
Barclays: ad uses a shoe that is half boot, half Brogue

The Exchange has been developed by DigitasLBi, and will see the bank host live debates with "unexpected views on wealth management" across the UK and Europe.

The events will feature a range of interests, as the first one will be about football and panellists include Niall Quinn, the former chairman at Sunderland AFC; Nicola Cortese, the former executive chairman at Southampton FC; and Ed Chamberlin, the Sky Sports presenter.

DigitasLBi has also created a display ad to highlight the debate showing a hybrid show which is half football boot, half brogue. The ad will run across social media, press and online channels.

Suzanne Gibson, the assistant vice president at Barclays, said: "Our relationship managers and specialists have a deep understanding of international markets, and expertise in developing tailored investment strategies which work for our clients’ individual goals and circumstances.

"This campaign showcases this investment management offering in an engaging and accessible way."

The ad was created by Aran Burtenshaw, Ben Sandhu and Jon Attaway. The media planning and buying was handled by Maxus.

Burtenshaw, a creative director at DigitasLBi, said: "How do you attract a new audience to investment management, and make it mean more than just yields, returns and risk folios?

"We’ve worked with Barclays to develop an initiative which brings these abstract, sometimes complex concepts to life through the much more relatable world of football."

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