2026 Awards Categories 


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


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 Innovation in Generative AI

This award recognises practical and creative uses of generative AI that have made a real difference to marketing performance. Judges want to see how AI was used in real-world work, not just tested.

This could include improving the speed of delivery, the quality of output, or the level of personalisation.

Winning entries will show clear benefits, as well as thoughtful and responsible use of the technology.


Best Innovation in AI Search

This award celebrates organisations that have improved how people find information using AI-powered search. Judges are looking for examples where search has become more helpful, faster or easier to use.

This could apply to customer-facing experiences, internal tools or knowledge platforms.

Strong entries will clearly explain the problem you were trying to solve, how your approach changed the experience, and what impact it had on users or outcomes.


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.

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!


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.


** New Categories **

Best Innovation in Client Event
This award recognises teams that have found new and better ways to run client events.

We want to hear how you moved beyond the standard format to create a more engaging, useful or memorable experience for your audience. Judges will be looking for clear examples of what you changed, why you changed it and what impact it had. This could include new event formats, better experiences for attendees, or creative use of technology to improve participation and outcomes.

Strong entries will show how the event strengthened client relationships and delivered real value for both attendees and the business.

Best Use of Marketing Automation

This award recognises organisations that have used marketing automation to improve how they plan, deliver and measure their marketing. Judges want to understand how automation made your marketing more effective.

This might include improved targeting, more timely communications, better follow-up or more relevant customer experiences.

 Successful entries will clearly explain what was automated, why it mattered and how it improved results, efficiency or customer experience.

Best App Redesign

This award celebrates teams that have successfully improved an existing app to deliver a better experience for users. Judges will be looking for clear evidence of what wasn’t working before and how the redesign fixed those problems.

This could include simpler journeys, clearer design, improved accessibility or new features that better meet user needs.

Winning entries will show how the changes improved customer satisfaction, engagement or business performance.

Best Innovation in a Marketing Tool

This award recognises the creation or new use of a marketing tool that helped teams work smarter.

 We want to see how you solved a real problem in a practical way. This might be a completely new tool, a clever adaptation of an existing one, or a new way of using a familiar platform.

Judges will look for clear evidence that the tool improved the quality of work, saved time or unlocked new opportunities for the business.

Most Innovative CRM Project

This award recognises CRM projects that improved how customer information is used across marketing and the wider business.

Judges will be looking for projects that go beyond basic system updates and instead change how teams understand and engage with customers.

Strong entries will show what you set out to fix, how you delivered it and how it improved decision-making, customer experience or business results.

** 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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For Entry Enquires
Zara Mughal
Marketing Manager
zm@thefsforum.co.uk
020 7484 9941
For Event Enquiries
Gill Excell
Senior Event Manager
ge@thefsforum.co.uk
For Table Sales
Orhan Toprakci
Head of Delegate and Event Marketing
orhan.toprakci@incisivemedia.com
020 7484 9973