Barclays Showcases Investment Insights with 'The Exchange' Initiative

Barclays has announced the launch of The Exchange, an initiative developed in partnership with global marketing and technology agency DigitasLBi.

The Exchange aims to showcase Barclays’ investment insights, and engage investors by sharing stimulating opinions on the complex world of wealth management.

As part of the initiative, Barclays has collaborated with DigitasLBi to host a number of live debates featuring unexpected views on wealth management, in locations across the UK and Europe. The debates will feature high profile individuals from popular interest categories, starting with football. Panellists for the first debate series will include former Sunderland AFC Chairman Niall Quinn; former Southampton FC Executive Chairman Nicola Cortese; and Sky Sports presenter Ed Chamberlin.

DigitasLBi has worked with Barclays to develop a social strategy to support The Exchange, with each debate being distributed via Barclays owned and social channels.

Creative executions across social media, press and online display feature a specially-created hybrid shoe – half football boot, half brogue – to represent the worlds of football and finance coming together, and carry the line ‘The Exchange. A wealth of expertise’.

Suzanne Gibson, Assistant Vice President, 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.”

Aran Burtenshaw, Creative Director at DigitasLBi, added: “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.”