2021 is a landmark year for the Awards for Marketing Effectiveness.

We're celebrating 20 years of recognising the most outstanding marketing campaigns in financial services.

The purpose of this flagship award programme is as relevant in 2021 as it was two decades ago:

• to create a better understanding of the role and impact of marketing

• to prove, beyond doubt, that marketing can be effective

• to promote and reward marketing effectiveness

Entries are made via a 1000-word submission, answering seven key questions with robust and quantifiable data. Submissions are open to financial services brands and organisations, or their agencies, worldwide.

Of course, the size of budget will always have an impact on the reach of the campaign. Likewise, exemplary creative work will play an important part in its delivery. Yet both have a limited impact in the judging process: the effectiveness of the campaign is what counts. Did the campaign exceed targets, or deliver considerable return on investment to the business?

All discipline-specific activities compete equally – a small regional promotion has as much chance of winning as an international multi-execution campaign.

Entrants can also choose to enter sector-specific categories to showcase marketing best practice in key parts of the financial services industry.

Live Ceremony: Tuesday 23 November at Church House, Westminster