3. and a line from an appropriate senior person at Barclays. Themes of interest to our Connie and
Clives included helping family get on the housing ladder, helping save for (grand‐)children’s
university education and planning for retirement.
Each advertorial was published on a Saturday just in front of the News and Comments section of the
Daily Telegraph to mirror how consumers engage with their favoured newsbrand and take influence
from the opinions of ‘people like them’.
Results
The Daily Telegraph partnership yielded amazing results showing how the power of newsbrands
could be used against the sheer weight of years of apathy and disengagement with banks and
banking.
From a survey we carried jointly with the Daily Telegraph we substantiated that we were fuelling
real conversations with 25% of those who read the features discussing the content with friends and
family.
The same research also showed shifts in brand trust, a 7% increase in those saying that Barclays was
a trusted source for providing financial advice and a 2% increase in those saying that Barclays was
more trustworthy than other banks. We verified this through Barclays’ own brand metrics carried
out by Millward Brown seeing a 6% increase in brand trust scores as a result of the activity.
Moreover the overall goal of brand consideration was realised, increasing an amazing 7% amongst
our Connie and Clive audience when these advertorials began.
Client view
Sara Bennison, Marketing Communications Director for Barclays UK Retail Bank: “The Telegraph
partnership is part of Barclays public commitment to listen to our customers and show how we are
going to act on change, big and small, helping make their lives easier. The Telegraph audience covers
an important part of our customer base, experienced with a rich life perspective and strong common
sense, people who banks can both service better and learn from. Maxus helped us to harness the
influencing power of newspapers as a unique platform offering genuine transparency and the
honesty that we wanted. By being unafraid to deal with provocative points of views and sensitive
real life issues we create a more meaningful dialogue and stronger relationship. We’re privileged
that as a result of the activity so many more of this audience find they can trust Barclays "