Barclays Private Bank: Smarter Giving

Emilie Uzan, Alice Pike

Barclays Private Bank devised a philanthropic campaign to help increase donations from high net worth individuals to the charity sector in the UK and Europe.

Campaign details

Brand: Barclays Private BankBrand owner: BarclaysAgencies: Ogilvy, OMDMarket: United Kingdom, Switzerland, MonacoIndustries: BanksMedia channels: Content marketing, Email marketing, Events & experiential, Magazines, business & trade, Online display, Online video, Public relations, Social media, Websites & microsites, Word of mouth, influencers Budget: 500k - 1 million

Executive summary

For its recent campaign, Barclays Private Bank wanted to move beyond traditional advertising, through 'acts, not ads', to demonstrate its brand purpose – 'Beyond wealth, beyond expectation, beyond tomorrow' – in a meaningful way. To do this with...

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