UK Volume 20 Barclays Superbrands UK Annual Vol.20 over five million people take positive action to become more digitally safe as part of its DigiSafe work. Barclays Eagle Labs are in more than 20 locations nationwide to help businesses and communities create, innovate and grow. Advice and digital skills have been provided to more than 100,000 individuals and Eagle Labs is currently home to more than 400 businesses. Barclays has been the headline sponsor of Pride in London since 2014. In addition to this, thousands of Barclays colleagues take part in over 25 other Prides across the UK. In 2018, Barclays unified this activity under the creative identity of ‘Love Goes the Distance’. The campaign reimagined Pride as a march towards the end of injustice, fuelled by ‘what will get us there – love’. The campaign ran across social media, press, colleague communications, and the Barclays branch network. Barclays C-Suite and institutional investor audiences are highly competitive and zealous because their time is at such a premium. They are, however, naturally curious and hungry for information. Barclays engages this group in long-term strategic dialogue, through ideas and video-based storytelling. With the aim of delivering the Investment Bank’s deep understanding across sectors, asset classes and economies, thought- leading insights provide a transparent view into the way Barclays works with clients and the real impact its services can have on their businesses. In 2017, to prevent malware and remote access Trojan fraud, the first solution for corporate clients that combines biometric technology with advanced digital signing was launched. This solution biometrically ties a transaction to an individual as well as introducing Behavioural Biometrics across digital channels. Brand Values Barclays’ strategy is underpinned by the energy, commitment and passion of its people who deliver its purpose – ‘Creating opportunities to rise’. This concept spans customers, clients, colleagues and society as a whole. Everything that the bank does is underpinned by five Values: Respect, Integrity, Service, Excellence and Stewardship. With over 325 years of history and expertise in banking , Barclays is a transatlantic consumer and wholesale bank. Offering products and services across personal, corporate and investment banking , credit cards and wealth management, it is united by a common set of Values and a single guiding Purpose: Creating opportunities to rise Market Barclays has three clearly defined divisions, Barclays UK, Barclays International and Barclays Execution Services, which provide diversification by business line, geography and customer; enhancing financial resilience and contributing to the delivery of consistent returns through the business cycle. Its strong core business is well positioned to deliver long-term value for Barclays’ shareholders. Product Barclays operates in over 40 countries and employs 82,000 people. It moves, lends, invests and protects money for customers and clients worldwide. Achievements Barclays is a company of opportunity makers, working together to ‘help people rise’ – customers, clients, colleagues and society. It is a long-standing industry leader in championing diversity and inclusion both within the workplace and in delivering services. It was the first bank to employ a female branch manager back in 1958 and consistently appears in The Times Top 50 Employers for Women as well as ranking highly on the Bloomberg Gender Equality Index. Barclays was also the first bank to roll out ‘talking’ ATMs and high visibility debit cards in the UK, assisting those with visual impairments. It is also recognised as a Disability Confident Leader by the UK Government and actively works to promote the scheme to other colleagues. Always aiming to improve its colleagues’ work-life balance, Barclays launched its Dynamic Working campaign in 2015 and now over 63% of colleagues work flexibly. Externally, it has been recognised as Best for Embedded Flexibility and as a Top 10 Employer for Working Families. Furthermore, the bank recently became one of the first signatories to the UK Government’s Race at Work Charter. Another reflection of Barclays’ social responsibility is its pioneering credentials in green finance. It has successfully launched an inaugural green bond, green mortgage, asset finance facilities, trade loans, corporate and innovation loans as well as corporate deposits. Recent Developments Barclays consistently plays a part in driving economic growth and social progress by supporting access into employment. It is committed to upskilling millions of people, providing them with the vital skills needed to thrive within the modern workplace. It also supports entrepreneurs with high-growth, high-impact companies not only to facilitate access to job opportunities but to create broader opportunities for growth, which in turn helps to build long-term demand for banking services. Barclays began working with the Unreasonable Group in 2016, launching Unreasonable Impact – the world’s first international network of accelerators focused on scaling up entrepreneurial solutions that will help employ thousands worldwide, while solving some of our most pressing societal challenges. With advice and guidance from a community of world-class mentors and industry specialists, including experts from across Barclays, the programme has supported growth-stage ventures to collectively create 7,000 new jobs and positively impact over 100 million people. LifeSkills, created with Barclays, is an employability programme that has inspired more than 6.7 million young people over the last five years. It raises their aspirations and equips them with the core, transferable skills and the work experience needed to move forward into the workplace. Over 10,000 colleagues have volunteered for the programme. Barclays Connect with Work is another innovative employability programme that provides people from often overlooked communities with the specific skills they need to get a meaningful job with organisations that are hiring. The programme makes the connection for them with companies looking for new employees, including Barclays clients and suppliers. Globally, Connect with Work has already supported thousands of people into work and is providing a pipeline of new, diverse talent. Barclays also has a banking service for armed forces customers, with a range of products to specifically suit the needs of military personnel. Products include bank accounts, mortgages and credit cards, enabling customers to use garrison addresses when applying for new accounts. This builds on Barclays’ longstanding support for armed forces personnel including programmes which help them transition back into civilian life after service and improve employment outcomes. Promotion In 2018, Barclays’ advertising continued to promote its LifeSkills programme for young people. It also broadened its DigiSafe initiative by lifting the lid on unequal data exchanges as well as showcasing helpful money management features within the Barclays Mobile Banking app. Barclays has helped -n 2þ1ą BarGlays GeleFrated 50 years since launching tLe world¸s first %8M DIDYOU KNOW? Brand History 1690 John Freame and Thomas Gould start trading as goldsmith bankers in London. 1728 Freame and Gould move to 54 Lombard Street, beneath the sign of the Black Spread Eagle. 1920 William Morris is invested in, helping him become the biggest car manufacturer in the UK. 1958 Barclays appoints the UK’s first ever female branch manager, Hilda Harding. 1966 Barclaycard, the UK’s first credit card, is launched. 1967 The world’s first ATM is unveiled by Barclays. 1987 Barclays launches the UK’s first debit card. 2007 Barclays launches the UK’s first contactless payment card. 2012 Pingit launches, the first payment service allowing customers to transfer money via a mobile phone. 2014 bPay wearable payment devices are launched. 2015 Barclays launches Rise, a community for Fintech startups to connect, co-create and scale innovative ideas. 2016 Voice Security is launched to UK retail customers. 2017 The first solution for corporate clients combining biometric technology with advanced digital signing is launched. 2018 Barclays completes one of the biggest ever restructurings of a bank – the closure of Non-Core, exiting Africa, launching Barclays Services Limited and standing up the first UK ring-fenced bank. Barclays also launches its Purpose, ‘Creating opportunities to rise’.