Barclays opts for UK-wide, X Factor-style talent contest to gain trust

Barclays is to spend £150,000 on X Factor-style talent contests across the UK, aimed at improving public trust.

Barclays: building public trust
Barclays: building public trust

The bank has appointed Mischief PR to help it launch six new or refurbished branches, and one proposed idea is to use local talent contests to reconnect with communities.

Consolidated PR and Unity pitched for the business, among others.

The agencies are understood to have been invited to give their views on the talent contest concept and to help move it on. One insider dubbed the idea 'pretty cheesy'.

The plan builds on a community talent contest, called Barclays Live, which was held to support a branch opening in Milton Keynes last October.

Local people were invited to win £1,000 by entering.

The bank is now ready to go national with this concept.

The brief is being handled by Barclays senior media relations manager for retail Elizabeth Holloway. She said: 'We're looking at holding some events around some of our larger launches.'

The pitch comes at a time when Barclays is focusing on improving its public image after the banking crisis.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in