A rainbow arches over Hong Kong's Victoria Harbour June 19, 2012.   REUTERS/Bobby Yip - RTR33V04

Barclays Corporate Banking | Tomorrow’s Europe


The challenge

Barclays Corporate Banking wanted to reinforce their position as the banking partner that supports European business and innovation, with deep sector expertise delivered through a personal relationship. To be successful, the campaign needed to drive engagement among C-suites and financial business decision-makers across Europe with relevant content amplified through a cross-platform, multi-content partnership.


The solution

Capitalizing on Reuters unrivalled coverage and access to over 2.6 million C-suites and key financial decision makers across Europe, Reuters Plus created ‘Tomorrow’s Europe’, a bespoke event and content series including a live panel discussion and a series of podcasts, articles and videos, accompanied by a highly targeted digital advertising campaign across Reuters premium platforms and social channels.


Podcasts, articles and videos

A 6-part podcast series featuring 12 industry-leading experts was released over a 4-month month period including senior level representatives from Barclays, moderated by a Reuters News Anchor. Conversation topics aimed to reinforce positive messaging around the opportunities open to businesses across Europe, including GDPR, fintech, European populism, crypto assets, cybercrime and blockchain. Each podcast was accompanied with a long-form articles and videos offering an in-depth viewpoint to help key financial business makers prepare for the changes to come.


The digital activation was supported by a live event on ‘Tomorrow’s Europe’, targeting senior decision makers from across all industries, hosted in a prestigious location in Berlin with 4 panelists from the worlds of finance, government and academia. The panel included a senior representative from Barclays Corporate Banking to further strengthen the brand’s reputation as a thought leader on the key issues transforming Europe, moderated by a Reuters presenter. The event was supported by a series of expert video interviews with the speakers and a special report summarising key takeaways from the panel.

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