Barclays signs TV and social deal with Sky Media and C5

Nick Knowles might be best known for his cheeky chappie banter with sparkies, briccies and chippies, but he is now being drafted in by Barclays UK to encourage conversations about money management in a major TV and social media partnership with Sky Media and Channel 5.

The light-hearted and educational six-part series launches tonight on Channel 5 during Bank Scams: Don’t Get Caught Out at 7pm and during New: Fresh vs. Frozen: Which is Better at 8pm. 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 see 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 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 partnership forms a key part of Barclays’ marketing strategy to help strengthen viewers’ confidence in managing their finances.

Barclays chief marketing officer Inderjit Bassi, who was handed the role in February after 20 years with the bank, 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.”

Sky Media director of client and marketing Karin Seymour added: “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.”