CorpComms Magazine

Against a background of economic turmoil and a dramatic collapse in trust in financial services, how does a retail bank inspire more than 145,000 colleagues around the globe and identify individual excellence? For Barclays, the solution came in the form of its channelB platform which has been championed internally by retail and business banking chief executive Antony Jenkins, and which the judges described as 'a high quality, engaging and valuable tool'.

Through channelB content, which is produced in a range of formats from downloadable video news packages to DVDs with subtitles in five languages, Barclays has been able to share stories, such as that of business manager Paul who visited a fish stall market owner, struggling with unsociable working hours, at 6.00am to help him open a business bank account. Or business manager Paula Haycocks who had an orchid named after her by a grateful customer.

channelB was created to celebrate these stories and also to communicate Barclays' stated vision of making lives easier for customers and the communities in which it operates in more than 50 countries.

Sky News presenter Lynsey Hooper presents channelB, which is professionally produced to broadcast television standards. Editorial standards are also rigorously enforced, and the channel is committed to reporting balanced and relevant news. As such, it has carried interviews with colleagues, customers and independent spokespeople. 'These high production values and editorial standards differentiate channelB from platforms like this in other organisations,' said the judges.

Six months after launch, an online and telephone survey was developed to evaluate quantitative and qualitative responses to channelB's content. The research in June, the last available before the award submission, found that 96 per cent of staff were aware of Barclays' vision and just under half of all employees were aware of channelB. Of those, 84 per cent said they had enjoyed the content.

Barclays is now planning to use channelB externally, which the judges said 'spoke volumes'. One added: 'The idea might not be that original but this is very well executed.'

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Highly commended entry

RSA Operations Vision Programme - RSA Insurance Group

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Shortlisted entries

Stay out of Davy Jones' locker! - BAE Systems - Agency: Euro RSCG PR UK

Creating a new communications culture in Centrica Energy - Centrica Energy

Changing communications, changing lives - National Offender Management Services (NOMS) - Agency: Zephyr

RBS visual maps - Royal Bank of Scotland - Agency: Home

Think customer - Southern Water

Stand up, be counted and have your say! - Virgin Atlantic Airways

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Sponsored by Engage for Change

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