Awards for Marketing Effectiveness Shortlist 2020


The Financial Services Forum Awards for Marketing Effectiveness are one of the industry’s most sought-after prestigious accolades, not least because the criteria for entry is rigorous, quantitative and evidence based.

In these awards, it is marketing effectiveness that counts. All activities compete equally – a small regional promotion has as much chance of winning as an international multi-execution campaign. 

As ever, these categories were hotly contested. Congratulations to those who made it through to the shortlist. And, as one of our judges noted 'if you’re not shortlisted this year, know that you were in good company’.


Brand Strategy

Skipton Building Society, Finding our good place

Vanguard with AML, V for Value


Business to Business Campaign

Fidelity (with Teamspirit), No Such Thing as Average

LV=, IP WORKS

Key Partnerships and Moreish Marketing, Help Your Clients See the Financial Potential in their Homes

Nucleus Financial, The Nucleus Book of Suitability for Advisers


Content Marketing

Janus Henderson, Janus Henderson Investment Trust Content Marketing

UBS, Nobel Perspectives: Asking the Questions That Shape Our World

Wesleyan Financial Services, The Next Step


Corporate Social Responsibility

Canaccord Genuity Wealth Management, #wecandothis

Phoebus Software Ltd, Phoebus Software's Ongoing Commitment to Corporate Social Responsibility


Customer Experience

There is only one standout commended entry for this category


Data & Analytics

AXA Investment Management, Boosting Engagement Through Data

Janus Henderson, Janus Henderson Investment Trust Content Marketing 


Digital Campaign

AXA Global Healthcare with Oban International – Selling Private Medical Insurance and Peace of Mind to Expats

Fidelity International, Be Ready for Whatever Life May Bring

Vanguard with AML, V for Value


Integrated Advertising Campaign

Fidelity International with Teamspirit, No Such Think as Average

Fidelity International, Wider Reach, More Emotion


International Campaign (non-UK marketing activity)

AXA Global Healthcare with Oban International, Selling Private Medical Insurance and Peace of Mind to Expats

Planet, El Corte Ingles Drive to Store Campaign


New Product, Service or Innovation

AIG Life, AIG Life Smart Health

Cardtronics, Cardless Cash – Supporting the Vulnerable During the Pandemic

Kensington Mortgages, The Hero Mortgage Launch

TSB, Fraud Refund Guarantee


Public Relations

Santander with FleishmanHillard Fishburn, The Future of the Home Ownership Dream

Luther Pendragon, Moonshot: Getting Front Page Coverage for a Boutique firm


Relationship Marketing

There is only one standout winner for this category


Sponsorship

AIG Life, This is for Them - AIG Life with the All Blacks

Standard Life (with Teamspirit and Material), Making the Invisible Visible


Use of a Limited Budget (below £50K campaign spend)

First State Investments, Global Listed Infrastructure Campaign

Legal & General, In conversation with...

NextWealth and Fidelity FundsNetwork, IFA DNA

Nucleus Financial, The Nucleus Book of Suitability for Advisers


All entries have been automatically considered for the Judges' Special Awards, so don't forget to check to see if you've been shortlisted for those categories here.