GLOBAL THOUGHT LEADERSHIP

Smart Living magazine is a quarterly intelligent, glamorous lifestyle publication for female customers of Barclays aged 45-59, launched in January 2010. From stories of women who took grown- up gap years to articles on how to survive divorce or look after an ageing mother, the content is entertaining, inspiring and informative, giving this affluent customer base the confidence, information and financial know-how to turn their dreams into a reality.

Alongside celebrity contributors Sarah Beeny, Caryn Franklin and Ruby Hammer, the magazine also covers fashion, homes, beauty, food and travel as well as must-read real-life features and smart money advice.

Emailed quarterly, we extended the Smart Living content digitally in February 2010 to engage the 45-59-year-old female Barclays customer in an interactive, fast-paced and entertaining environment.

Retirement planning becomes fun with a pension calculator quiz, smart shopping is encouraged with a handbag price-guessing game, plus there are real-life videos to inspire and motivate. At the same time, direct links are included to all the relevant product and advice pages at Barclays.co.uk where the customers can get more of the detailed information they need.

Video features heavily in the Smart Living e-zine with expert contributors ranging from the world of fashion, like jeans guru Donna Ida, to fitness (Virginia Wade), beauty (Ruby Hammer), homes (Sarah Beeny) as well as advice from the money experts at Barclays. Viewers can also watch and hear real women talk about their experiences, for example, when setting up a business from scratch or trying their hand at volunteering. All the videos are short, inspiring and extremely engaging.

100voices includes magazine, website, community, TV, Twitter, and a competition for graduates to win their first editorship. It is supported by Barclays and aims to help students manage their money better and drive acquisition of Barclays student accounts.

Uniquely, we hired a student editor who sets a consistent tone across the platforms. A competition tie-in with the PTC means graduates are interviewed twice a year to win their first editorship for a six-month contract to keep the brand fresh. All content is created by students who give Freshers unique insight into uni life and the financial issues that come with it.

The magazine launched on 15th August 2010. It showcases the best content from the website and is distributed to over 100,000 Barclays Young Person account holders and the top 50 student branches.

The website launched on 13th August 2010 with 45 articles, videos and giveaways integrated with community elements, including polls and forums, so all students can become involved in the conversation. Twitter and a media campaign that includes national radio interviews and Spotify means we successfully drive traffic from platforms that students enjoy using.

We launched Student Money TV on 16 August 2010. This novel approach to financial advice is packed with original ideas, such as the money challenge 'How far can £5 go?' in the streets of Brighton, and a debt debate held on a bungee run. Hosted on YouTube we are able to reach a wider audience than on the 100voices site alone.