Awards Shortlist

The Financial Services Forum Awards for Marketing Effectiveness 2017: Shortlist



  • The Co-operative Bank: It’s Not Just Business It’s Personal
  • Sunlife: Welcome to Life After 50
  • Royal London: We're So Yesterday (VCCP)
  • Direct Line Group: Emergency Plumber (Saatch&Saatchi and Mediacom)
  • Close Brothers: Topical & Timely (The Gate London)
  • Nationwide Building Society: Voices Nationwide (VCCP)


Content Marketing

  • Lex Autolease: Driving Intelligence (Milestone Creative)
  • Janus Henderson: Cutting Through the Sea of Content (Teamsipirt) 
  • Sarasin & Partners: Sarasin Food & Agriculture Opportunities
  • Aviva: Safe Driver Challenger
  • Direct Line Group: Fleetlights (Saatch&Saatchi, Mediacom and Unity)
  • Green Flag: Content (Frank PR, Hanger Seven)
  • Barclays Investment Bank: ESG (Ogilvy - New York)
  • Pictet Asset Management: MEGA (AML)


Corporate Social Responsibility

  • Direct Line Group: Shotgun
  • Aviva: Aviva Community Fund
  • Phoebus Software: Making a Difference


Customer Experience

  • Police Mutual: Acts of Kindness
  • AEGON: Transforming the Customer Experience Using Behavioural Economics (Cowry Consulting)
  • Lloyds Banking Group: Black Horse Personalised Videos (Cello Signal)
  • Lloyds Banking Group: A More Personal Approach To Change (Cello Signal)
  • Lloyds Banking Group: Using Data To Put The Customer First (Cello Signal)


Customer Loyalty & Retention

  • Lloyds Banking Group: Lloyds Bank Customer Engagement Programme
  • NFU Mutual: NFU Mutual Wisetalk - Farm Focus (Specialist UK)
  • Nationwide Building Society: Building Customer Understanding (CACI)


Digital Marketing

  • The Co-operative Bank: It’s Not Just Business It’s Personal
  • LDF: Welcome to the Flipside (MSQ Partners)
  • Worldpay: Helping your Business Grow (BBP)
  • Janus Henderson: The Difference Digital Can Make to Content Marketing
  • HSBC: Optimise for HSBC (Optimise Media)
  • Nutmeg: Nutmeg Stocks & Shares ISA (Optimise Media)
  • Barclays Investment Bank: Water Report (Ogilvy - New York)


Direct Marketing

  • Police Mutual: Intelligent Marketing to Deliver Sustainable Growth
  • NFU Mutual: Pre-AGM Mailer (Kingel)
  • Wesleyan: Direct Marketing Strategy
  • Lloyds Banking Group: Leveraging LBG Group Data to Improve Marketing Effectiveness and Efficiency


Integrated Campaign

  • Sunlife: Welcome to Life After 50
  • Wesleyan: Educating Teachers About Retirement Planning
  • Janus Henderson: Making Advisers ‘More Content’
  • Bibby Financial Services: Reaching for The Stars (Jask Creative)
  • Atom Bank: 99 Years Young
  • Aviva: Face Up to Your Future
  • Green Flag: Integrated Campaign (Green Flag): Mediacom, Chi & Partners, Frank PR, Hangar Seven
  • Lloyds Banking Group: New Business Current Account
  • Standard Life Investments: Ryder Cup Campaign
  • Direct Line Group: Lollipoppers Campaign (Mediacom & WCRS)


New Product, Service or Innovation

  • Police Mutual: BeFit4Life
  • Artemis: Digital Transformation to Drive Engagement and Trust at Scale (ORM)
  • Bud: One Place for All Your Finances
  • Direct Line: Shotgun


Public Relations

  • Police Mutual: Force for Good
  • Zurich: The Zurich Workplace Savings Barometer (Teamspirit)
  • Tilney: The Cost of Tomorrow Report (Teamspirit)
  • Trussle: A Tech-Driven Triumph in the Mortgage Market (Teamspirit)
  • Green Flag: Switching Side Campaign (Frank + Markettiers)


Social Media

  • Police Mutual: Sporks
  • Wesleyan: Teachers Pre-Retirement Campaign
  • Direct Line Group: Alfie Deyes' Direct Line Driving Challenge
  • Green Flag: Social Media (Frank PR, Hangar Seven)
  • Standard Life Investments: Ryder Cup Campaign
  • Green Flag: Scenic Route (Frank/ Hangar Seven / Mediacom)


Young Marketer of the Year

  • Kirsty Hoad, Direct Line Home Marketing Communications Manager, Direct Line Group
  • Clarissa Ly, Head of Communications, The Co-operative Bank
  • Lewis Malcolm, Marketing Executive, WH Ireland
  • Hafsa Mughal, Digital Marketing Executive, Janus Henderson Investors


Agency of the Year

  • AML
  • Teamspirit


Marketer of the Year

  • The Financial Services Forum Marketing Leaders List and Marketer of the Year will be announced on 30 November 2017