Barclays Champions Better Money Management Across the UK with Nick Knowles

Sky Media, the advertising arm of Sky, consumer bank Barclays UK and Channel 5, today announce a brand new and exclusive TV and social media partnership to encourage conversations about money management, featuring broadcaster’s much-loved presenter Nick Knowles.

The light-hearted and educational six-part series launches tonight on Channel 5 during Bank Scams: Don’t Get Caught Out at 19:00 and during New: Fresh vs. Frozen: Which is Better at 20:00. It aims to educate viewers on how to deal with financial challenges using Barclays’ products and services to help make money work for them.

The 15” and 30” spots, linked here, see Nick Knowles in his home, seeking guidance from Barclays Customer Care Specialist, Janet Hoggart, about relatable money matters including where to begin with investing and how to avoid falling victim to purchase scams.

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 key part of Barclays marketing strategy to help strengthen viewers’ confidence in managing their finances.

Inderjit Bassi, CMO at Barclays 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’re proud to launch this new partnership with Channel 5 to further cement our role in helping people make money work for them.’

Karin Seymour, director of client and marketing at Sky Media said, "Building financial literacy is more important than ever as many up and down the country struggle with their finances. This timely and accessible series helps Barclays connect with audiences to grow knowledge and understanding.”

Scott Taylor, group account director, Paramount Advertising International Markets said, “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.”