Redefining Local

Barclays has been a cornerstone of communities for over 330 years, but as traditional branch usage declined, the bank needed to evolve to meet customer needs.

Instead of being defined by brick-and-mortar locations, Barclays reimagined its connection with communities through meaningful conversations. By placing local colleagues at the heart of the campaign, Barclays showcased how they are still at the centre of communities, providing accessible, in-person support and guidance. Our campaign, with localisation at the heart, ignited a renewed sense of community, boosting local hub awareness and driving a remarkable increase in personal interactions. We positioned Barclays, once again, as an integral partner in managing life’s financial journey.