2025 Awards Categories 

Read a bit more about each category and find out what the judges will be looking for.

Best Innovation in Marketing

This category focuses on innovation within marketing. Entrants will have implemented an innovative marketing technique or strategy within their business, market or category.

We consider marketing to include brand, data, digital, design, communications and PR.

The innovative marketing technique or strategy might focus on a specific marketing campaign or a broader brand-level initiative. The end-user of the innovation will be a consumer (B2C), institutional client (B2B) or intermediary as opposed to an internal audience.

Best Innovation in Product

This category focuses on an innovation or transformation in product design. The innovation will have either been directed towards an existing product i.e. a significant change or improvement or the conception of an entirely new product or offering.

Whilst the entry will centre around product research and design, submissions from cross-department teams are welcomed.

Best Innovation in Customer Service

Entrants to this category will evidence that they have made an innovative change or improvement to their existing customer proposition that has enhanced the service level offered by their business.

We will be looking for how the project was innovative and transformative, as well as the evidence of how the customer service is now better as a result of the change.

The 'customer' can be a consumer (B2C), intermediary or institutional client (B2B).

Best Innovation in Use of Technology

In some cases, the availability of new technology is the trigger for innovation and change.

This category asks entrants to explain and evidence how the implementation of a single technology or technology stack has resulted in a transformative or innovative change to either internal users or an external audience or customer.

The resulting change or transformation can encompass a change to behaviour i.e. a change to purchasing habits, streamlining a process or workflow (affecting both internal and external audiences) and improvements to customer experience and services.

Best Innovation in Channel or Format

The marketing channel ecosystem has imploded over the past decade. From podcasts to video and social media, financial services marketers are no longer confined to print and direct mail.

Entrants to this category can evidence how they've successfully utilised a channel or format not previously used or optimised an existing channel or format in their business and/or market. We recognise that it may be significantly more difficult to launch new channel in one financial services sector than another, so the judges will consider the individual circumstances and context of each business when assessing how innovative it is.

Where relevant, a good background description in the 'Summary' section will help outline the state of play.

Best Innovation on a Small Budget (>£100k)

Some of the best innovation and transformation initiatives come from a single meaningful insight, sparking one small change that then has a bigger domino effect. You don’t always need to allocate large amounts of budget to spark innovation, change or transformation.

Entrants to this category should be able to explain and evidence how they’ve had a transformative impact on internal or external audiences, process or consumer behaviour, without spending over £100k on the project.

Best Digital Transformation Project

For this category, we’re looking for an innovative digital project that has transformed the way that a department (or perhaps even entire business) operates.

The innovation can be focused on any business area, from HR to marketing and sales.

 Best Use of AI or Automation

Tell us how you’ve implemented a new feature or process within your business using AI or automation. It might be a small change, new initiative or widescale project: no use case is too big or too small.

The judges will be looking for a project that has demonstrated innovative thinking and delivered a tangible business benefit.

Best Use of Technology for Compliance 

The burden of compliance in marketing is continually growing, particularly with the introduction of new regulations like the Consumer Duty.

For this category, our judges will be looking for entries that have leveraged technology to automate, streamline, or better organise compliance processes, helping to manage the increasing workload and ensure adherence to evolving regulatory requirements.

Most Transformative Agency Partnership 

This award honours the agency-client partnerships that have driven genuine transformation in how businesses operate, especially in the face of trends like AI and budget constraints.

 Judges will look for collaborations that go beyond traditional relationships, where innovation, strategic adaptation, and technology have reshaped business outcomes.

 Winning partnerships will demonstrate a lasting impact on growth and operational change, showcasing how clients and agencies have worked together to achieve breakthrough success.

 Most Innovative Use of Social Media

Social media is continuously evolving in financial services marketing, with new opportunities revealing themselves all the time. In 2023 we’ve seen the rise of FinTok, B2B influencers plus much more.

For this category, we want to know how you’ve pushed the boundaries of your existing social media strategy and how it has improved or changed the output or purpose of your current channels.

Marketing Tech Provider of the Year

Modern digital marketing success is increasingly driven by technology platforms that automate processes, personalize communications and user experiences (UX) and foster meaningful prospect engagement. These platforms play a critical role in shaping customer perceptions and influencing purchasing intent.

 In the competitive financial services sector, marketers are turning to advanced technology solutions to gain a strategic edge. This award recognises excellence and innovation among marketing technology providers who are helping financial services companies navigate this dynamic landscape.

Best Website Transformation

What steps have you taken over the past year to enhance your website's informativeness, relevance, and user experience (UX), ensuring it remains engaging for visitors? Successful entries will showcase a website that stands out through exceptional design, diverse content, a seamless user experience and strong customer engagement.

Judges will be looking for how your website design effectively addressed and overcame a key business challenge.

Innovator of the Year (Agency)

In 2025, it feels like agency models are on the cusp of a new era. We’ve seen some amazing new setups emerging, from brand new agencies launching with innovative and exciting new propositions around AI to existing agencies completely revamping their existing proposition.

 Agencies: this is your opportunity to tell the world about what you’re doing across your whole roster of clients. And who knows, it might just give you some valuable airtime in front of potential new clients!

Innovator of the Year (Company)

We want to hear from the most forward-thinking organisations in the financial services sector. The judges are seeking companies that have challenged the status quo and redefined marketing in new, exciting ways.

Whether through cutting-edge technology or fresh, unconventional strategies, we’re looking for clear examples of how you’ve reinvented your approach to drive better results. If your organisation has pushed the boundaries of financial services marketing, we want to know how you’ve done it and the impact it’s had.

Innovator of the Year (Individual) 

We want to recognise this year's trailblazers in financial services marketing. If you or someone you know has made a significant impact in the industry, we encourage you to submit a nomination for this prestigious award. You can nominate yourself, a colleague, or a client.

The judges are seeking individuals who have challenged the status quo, pushed boundaries, and found innovative ways to elevate marketing within their team or organisation. Winners will be those who have demonstrated a clear ability to rethink strategy and tactics, whether through the adoption of new technologies, fresh approaches, or disruptive ideas.

If you or someone you know has transformed the way financial services marketing is done, we want to hear about it!

** Judges' Special Awards **

All entrants are automatically entered into the Judges' Special Awards.

The gongs are given out at the discretion of the judging panel, commending the most exceptional entries of the cohort.

 Best Creative Leap

This special award commends the entrant that has made the most impressive and courageous leap into the unknown, challenging the status quo and overcoming significant barriers.

Best Innovation in B2C

This special award is presented to the best overall innovation, transformation or change project in the B2C space.

Best Innovation in B2B

This special award commends the best overall innovation, transformation or change project in the B2B space.

Most Innovative or Transformative Idea

Einstein said that ‘if at first the idea is not absurd, then there is no hope for it’. This award celebrates the a single transformative ‘eureka!’ moment that sparked change within a business.

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