Iris

London

Bringing true transformation to the culture of Barclays & women’s sport

Partners since 2011, we’ve worked across multiple areas of the Barclays business in both the UK and US.

For the past two years we’ve been at the forefront of the group’s purpose-led marketing.

Barclays’ new brand purpose is ‘Creating Opportunities To Rise’.

The bank has developed a clear strategy for growth that intends to make a positive impact on the economy and society.

Iris’ role is to support Barclays in bringing this new purpose to life across Sponsorships.

Our objectives are to drive positive brand perceptions, consideration, acquisition and retention.

Our communications need to reach and inspire multiple Barclays audiences including Corporates, SMEs, Consumers and Staff.

#AllToPlayFor

We were asked to evaluate Barclays strategy and partnerships, where we discovered an opportunity to deliver against the brand purpose.

We wanted Barclays to build on its football legacy and help women’s football to be recognised and supported at an equal level to men’s.

Driven by our strategy and sponsorship teams, we worked closely with senior stakeholders to set the new direction and provide a business case for sponsoring women’s football.

The eight-figure investment set a new record for women’s sport in the UK. And the announcement gained global coverage across major news and sports outlets.

For the integrated launch campaign, we worked closely with Barclays’ media and PR agencies to deliver film, social, print, PR, OOH and experiential.

Since launch, we’ve delivered multiple campaigns to amplify the Barclays FA WSL partnership, including #AllToPlayFor, Beyond The Ball & A Fan Is A Fan.

Internally within the Corporate Bank, our campaigns have been activated via staff and client events. Speaker panels have featured our football ambassadors on the topics of navigating a male world, and female leadership.

#RainbowLaces

Whilst the partnership is still in early stages, it is displaying strong results.

In its first year, the partnership has exceeded expected awareness, improved brand perceptions and built brand consideration. It has also positively impacted key consideration drivers.