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&winners commended
2014
Awards for Marketing Effectiveness
Our Awards remain the
only ones committed to
recognising marketing effectiveness in financial
services. Size of budget is not
the driver of success.
Creativity is only one part of
the process. It is the overall
contribution to business performance, and
effectiveness, that counts.
The Financial Services Forum Awards for Marketing Effectiveness are dedicated to recognising and rewarding proven success in the creation and promotion of financial services and products.
Since the Awards were introduced in 2002, their purpose has remained consistent: to create a better understanding of the role and impact of marketing; to prove, beyond doubt, that marketing can be effective; and to promote and reward marketing effectiveness.
Our Awards remain the only ones committed to recognising marketing effectiveness in financial services.
Size of budget is not the driver of success. Creativity is only one part of the process. It is the overall contribution to business performance, and effectiveness, that counts.
The number of Award entries continues to grow, with financial services organisations and their agencies delivering creative and innovative campaigns that have achieved outstanding results.
Can I thank all the entrants, the judges for their continued support and effort, but most of all congratulate the winners and commended entries for their outstanding achievements.
David CowanManaging Director The Financial Services Forum
Awards for Marketing Effectiveness 2014
JudgesJamie Brookes International Head of Marketing and Corporate Affairs, BNY Mellon
Lucian Camp Principal, Lucian Camp Consulting
Leslie de Chernatony Professor of Brand, Marketing, Aston Business School
David Cowan Managing Director, The Financial Services Forum
Ian Ewart Global Head of Products, Services and Marketing, Coutts and Co
Bill Gilbert Director, WMG Global
Ian Holmes-Lewis Commercial and Sales Director, CUNA Mutual
Catherine Kehoe MD, Brands & Marketing, Lloyds Banking Group
Clive Kornitzer Chief Operating Officer, OneSavings Bank
David Lundholm Director, Group Corporate Development, BGL Group
Peter Markey Chief Marketing Officer, Post Office
Malcolm Oliver Contributing Author, Argent
Alan Thompson Chief Executive, The Haystack Group
Anthony Thomson Founder, Metro Bank and Atom. Chairman, The Financial Services Forum and National Skills Academy for FS
Helen Westbrook Head of Marketing – Europe and Middle East, HSBC Private Bank
Dileas Winslow former Marketing Communications Director Protection, Legal & General
www.aml-group.com
AML is committed to creative excellence in financial services. For global brands, for local startups and for their audiences. And now, for the FSF – as their digital marketing agency. Congratulations to all tonight’s winners – we know you share our commitment.
Simple ideas for complicated businesses
AMLH0147_FSF_Award_Ad_FAW.indd 1 07/11/2014 17:30
Advertising
WinnerTSB (Joint): Local Banking for Britain Many banks have spent huge sums building awareness, understanding and consideration for their established brands. But in 2013 TSB, a new challenger brand, had to launch into this competitive market with 4.6 million newly divested customers, none of whom had chosen to join it. This entry explained how TSB’s advertising helped those massively disrupted customers understand and value the brand – enough to want to stay, despite the advances of competitor brands who were trying to lure them away. And how it helped recruit new customers too, who would appreciate the brand and even becomes advocates of it.
Judges’ Comments: … an innovative and detailed study of a unique “once-in-a-lifetime” brand and communications challenge. It showed clear business objectives being delivered by a number of simple but effective marketing measurements …
Green Flag (CHI & Partners): No Matter What Green Flag struggled with weak service perceptions, exacerbated by price discounting, in a market where there is relatively low price sensitivity and high satisfaction with the two dominant players. To grow, Green Flag needed to look through a long-term brand lens rather than the short-term lens of response activity.
Marketing championed a brand investment strategy that included a new positioning, market disrupting propositions, an internal mobilisation programme, a new communications campaign and a brand-led media strategy. The result has surpassed targets with record scores for campaign persuasion, top 2 brand consideration, closing the perception gap, acquiring valuable volume, NPS and GWP.
Standard Life Investments: Unconstrained Investing In 2013, evidence suggested there was a strong appetite for equity products, particularly those that could deliver consistent outperformance and meaningful diversification. Standard Life Investments believed their unconstrained equity portfolios, which give their fund managers freedom to pick their highest conviction stocks, were ideally suited to address this demand. However research showed that intermediaries and their clients did not fully understand the unconstrained concept and considered it excessively risky. Therefore, from September 2013 until June 2014 Standard Life Investments ran a highly successful, multi-channel advertising campaign with the primary aim of educating their target audience about unconstrained and helping them become more confident about investing. Investors have subsequently placed £845.8 million in the three promoted unconstrained funds.
Sponsored by
Commended
www.aml-group.com
AML is committed to creative excellence in financial services. For global brands, for local startups and for their audiences. And now, for the FSF – as their digital marketing agency. Congratulations to all tonight’s winners – we know you share our commitment.
Simple ideas for complicated businesses
AMLH0147_FSF_Award_Ad_FAW.indd 1 07/11/2014 17:30
CorporAte soCiAl responsibility
WinnerBarclays (Teamspirit): Pledging for Make a Difference Day Barclays has a proud history of CSR. In 2012, Barclays aligned its many community investment activities to an ambitious target: to develop the enterprise, employability and financial management skills of 5 million disadvantaged young people by 2015. To achieve this, Barclays needed to draw on its 140,000 employees – but for a business in difficult times, encouraging employees to undertake skills-based volunteering was a big challenge, needing a big idea. The ‘pledge’ campaign used insights from behavioural science to transform the annual Make a Difference Day into a skills-based volunteering campaign. In 2013’s campaign alone, 115,025 hours were contributed.
Judges’ Comments: … a limited number of entries again this year. A shame when so much work is being performed in local communities. But some strong entries with a clear winner. More examples of behavioural science to drive insight and engagement …
Barclays: LifeSkills Barclays recognised a key societal need, to work in collaboration with educators, businesses and government to improve employability prospects for young people. LifeSkills created with Barclays was developed and launched in May 2013 and aims, by 2015, to equip one million young people with the skills they need to enter the world of work and help improve access to work experience, traineeship and apprenticeship opportunities.
Commended
Sponsored by
Customer loyAlty & retention
WinnerAviva (Cherry): Aviva Advantages When customers purchase insurance they tend to hear very little from their provider, with few touch-points outside of claim or renewal and receiving little reward for an expensive purchase. This teamed with the rise of aggregators encouraging disloyalty and price over service – Aviva was in danger of losing the customer battle.
To meet the challenge, in 2013 Aviva created Aviva Advantages, an in-life and loyalty programme to engage customers beyond welcome and renewal, stay longer, and spend more. In 12 months the program delivered 33 million customer contacts and demonstrated a £1:2 ROI driven by increased sales, retention rate and data capture customers aware of the program.
Judges’ Comments: … excellent work in a very tough sector. A very clever campaign that connected on a number of levels. This really does set the bar for customer loyalty in insurance, for others to aspire to …
Police Mutual: Reconnecting with our Members For over 140 years, Police Mutual has been helping serving and retired Police Officers, Police Staff and their families with their finances. In February 2014, led by the Marketing team, the business carried out a significant piece of activity that allowed them to reconnect with over 20,000 members and paved the way for them to reconnect with many thousands more. The ‘test and learn’ activity challenged long-established processes for the treatment of data, so engaging key internal stakeholders and quantifying the business benefits was critical to its success.
Sponsored by
Commended
The home of Exciting InsightTM
More than skin deep
Specialists in integrated branding and communications
Delivering brand, design, digital and marketing
communications - from a single thought
leadership campaign through to a complete
branding exercise with multiple touchpoints.
To find out more please contact
or call +44 (0) 20 7739 8899
London | Hong Kong | New York
www.living-group.com
Our extensive understanding of the intricacies of the financial services markets enables us to create communications that are engaging and enduring.
11000-73_210x210_Living_Neon_Ad_S3_AW.indd 1 31/10/2014 14:19
digitAl mArketing
Joint WinnerPolice Mutual: Reconnecting with our Members For over 140 years, Police Mutual has been helping serving and retired Police Officers, Police Staff and their families with their finances. In February 2014, led by the Marketing team, the business carried out a significant piece of activity that allowed them to reconnect with over 20,000 members and paved the way for them to reconnect with many thousands more. The ‘test and learn’ activity challenged long-established processes for the treatment of data, so engaging key internal stakeholders and quantifying the business benefits was critical to its success.
Joint WinnerStandard Life Investments: Unconstrained Investing In 2013, evidence suggested there was a strong appetite for equity products, particularly those that could deliver consistent outperformance and meaningful diversification. They believed their unconstrained equity portfolios, which give their fund managers freedom to pick their highest conviction stocks, were ideally suited to address this demand. However, our research showed that intermediaries and their clients did not fully understand the unconstrained concept and considered it excessively risky. Therefore, from September 2013 until June 2014 they ran a highly successful digital campaign with the primary aim of educating their target audience about unconstrained and helping them become more confident about investing. Investors have subsequently placed £845.8 million in the three promoted unconstrained funds.
Abundance: Abundance Digital Marketing Abundance is the UK’s first FCA- regulated crowdfunding platform that allows anybody to invest in UK renewable energy projects from as little as £5. Since launching to the public in July 2012, Abundance has seen steady growth in both member and investor numbers. With ambitious aims to more than double total investment this year, it was decided that a print, outdoor and digital marketing campaign was needed to grow brand awareness and the number of members. The early results of the campaign have been incredibly encouraging, outperforming targets and industry expectations on almost all counts.
Old Mutual Wealth (Instinct Studios): WealthSelect In the post-RDR world, financial advisers need smarter and more cost-effective solutions to maintain their profitability while demonstrating to customers the value they can add. By the same token, investors need better investment outcomes at an appropriate price to ensure their future financial wellbeing and peace of mind. Their answer was to develop a new model for investment management: WealthSelect. WealthSelect is a focused range of leading industry funds, covering a wide range of investors’ needs across all major asset classes, offered at very competitive prices, with the option of an actively managed portfolio service – at no additional charge.
Sponsored by
Commended
Judges’ Comments: … a very tight category where any one of four could have won. The judges couldn’t split two very different campaigns. Two different budgets and styles but both ultimately successful …
We provide clients with true integrated consultancy. We look at their business from all angles and provide a 360 degree perspective which informs our advice, focuses our ideas and enhances our results.
Reputation mattersWork with an agency you can trust to care about yours as much as you do.
www.lansons.com | [email protected] | +44 (0)20 7490 8828
integrAted b2b
WinnerHiscox (VCCP): Business Insurance for the Small & Brave 2013 brought a huge challenge for Hiscox Business Insurance, as their market leading position came under threat from new entrants who eroded our rational point of difference. Their response was “business insurance for the small and the brave” – an emotional campaign that flattered Hiscox audience’s attitude to risk. Coupled with a highly targeted, regional media strategy, we were able to deliver exceptional results.
Judges’ Comments: … A fantastic entry. A highly targeted campaign with a set of clear and ambitious marketing and business objectives, all of which were met. A truly integrated media and creative strategy that demonstrated knowledge of the audience …
Old Mutual Wealth (Instinct Studios): WealthSelect In the post-RDR world, financial advisers need smarter and more cost-effective solutions to maintain their profitability while demonstrating to customers the value they can add. By the same token, investors need better investment outcomes at an appropriate price to ensure their future financial wellbeing and peace of mind. Their answer was to develop a new model for investment management: WealthSelect. WealthSelect is a focused range of leading industry funds, covering a wide range of investors’ needs across all major asset classes, offered at very competitive prices, with the option of an actively managed portfolio service – at no additional charge.
Old Mutual Global Investors: Rebrand Campaign Launched in 2012, the challenge in creating Old Mutual Global Investors was to turn two investment firm “couch potatoes” into a single investment “Olympic athlete”. This required a strong, fresh and distinctive brand, raising our profile and engagement with financial intermediaries and their clients, using multiple forms of media in a carefully targeted way. As a result of the rebrand, OMGI is well on its way to becoming a leading asset management firm, as the top selling retail investment house by net client cashflows in Q1 2014, according to the influential Pridham Report – an impressive result for two former couch potatoes.
Sponsored by
Commended
We provide clients with true integrated consultancy. We look at their business from all angles and provide a 360 degree perspective which informs our advice, focuses our ideas and enhances our results.
Reputation mattersWork with an agency you can trust to care about yours as much as you do.
www.lansons.com | [email protected] | +44 (0)20 7490 8828
We helped first direct customers see their money more creatively, delivering an impressive return on investment and beating the campaign objective in the process.
Find out what Jaywing can do for you, contact Olly Sowden on 0333 370 6500 or email [email protected]
Jaywing.com/money
Jaywing First Direct Press Ad_210sq.indd 1 29/10/2014 14:58
integrAted Consumer
WinnerPolice Mutual: The West Midlands Police Pilot For over 140 years, Police Mutual has been helping serving and retired Police Officers, Staff and their families with their finances. In 2013 the brand undertook an innovative pilot in West Midlands Police to drive engagement and awareness of its range of products and services, particularly among new members, and build on existing warmth towards the brand. It provided an opportunity to test a new brand look and feel in a ‘live’ environment. Activities included flagship roadshows at key Police stations, supported by new brochures showcasing new brand photography, hampers, a bespoke microsite, sponsorship, competitions, goodie bags and regular DM and emails.
Judges’ Comments: … a particularly strong category which was difficult to separate. But the winner ticked all the boxes with clear insight, analysis, metrics and results – all on a limited budget. A reminder to us all to test and learn from all our marketing activity …
Green Flag (CHI & Partners): No Matter What Green Flag struggled with weak service perceptions, exacerbated by price discounting, in a market where there is relatively low price sensitivity and high satisfaction with the dominant players.
To complete and grow Green Flag needed to look through a long-term brand lens rather than the short-term lens of sales response activity.
An insightful new brand positioning was developed and communicated internally and externally through a powerful new brand-led campaign, ‘No Matter What’. The result has been record scores for: campaign persuasion, top 2 brand consideration, Green Flag closing the perception gap, acquiring valuable volume, growing NPS and growing GWP.
CMC (Teamspirit): Experience the Difference Following a period of stagnating performance, CMC Markets undertook customer research to understand the issues. The results meant a fundamental shift in strategy, from one of mainstream education to one focused on the serious trader – providing a complete brand experience more in-line with their needs and expectations.
This included overhauling all communications, significantly upgrading the trading platform across all devices and similarly reconfiguring offline service too. To launch this greatly improved experience they built a campaign targeting the serious trader, talking in their language and putting them at the heart of the messaging.
TSB (Joint): Local Banking for Britain Most consumers are reluctant to believe that any bank could really be different. However much people would like it to be true, distrust of the banking system means they doubt that any bank would really have its customers best interests at heart. TSB had to convince people it was different. And not just the 4.6million customers they inherited, none of whom had chosen to be with TSB. They needed to recruit new customers too. This tells how their integrated campaign helped people believe that the TSB customer experience was so unlike other banks, it was even worthy of advocacy.
Sponsored by
Commended
We helped first direct customers see their money more creatively, delivering an impressive return on investment and beating the campaign objective in the process.
Find out what Jaywing can do for you, contact Olly Sowden on 0333 370 6500 or email [email protected]
Jaywing.com/money
Jaywing First Direct Press Ad_210sq.indd 1 29/10/2014 14:58
A NEW BREED OF AGENCY
The landscape of digital technologies and the consumer behaviours they impact is changing every day. These changes present all kinds of challenges - from losing market share, to maintaining relevance in different channels, to understanding the effectiveness of your marketing spend.
We want to work together with you to turn these challenges into opportunities. We’re built with a breadth and depth of services across business, brand, experience, channel and technology – combined with a depth in analytics and an ability to execute strategy.
By bringing these perspectives together, we create a comprehensive vision for your brand, helping you address the short and long-term challenges of an always-on world.
www.sapientnitro.com
A NEW BREED OF AGENCY
The landscape of digital technologies and the consumer behaviours they impact is changing every day. These changes present all kinds of challenges - from losing market share, to maintaining relevance in different channels, to understanding the effectiveness of your marketing spend.
We want to work together with you to turn these challenges into opportunities. We’re built with a breadth and depth of services across business, brand, experience, channel and technology – combined with a depth in analytics and an ability to execute strategy.
By bringing these perspectives together, we create a comprehensive vision for your brand, helping you address the short and long-term challenges of an always-on world.
www.sapientnitro.com
internAl CommuniCAtions
WinnerSunLife: Happy BirthDay In 2013, SunLife began the biggest transformation in its 200 year history. The plan? Launch a swathe of innovative new products… aimed at new audiences… using new media… with a new brand. Clearly, to be successful this transformation would need phenomenal commitment and bucketloads of enthusiasm from the company’s 150 staff. So SunLife developed their biggest, longest-running internal communications programme ever – a one year build-up to our ‘BirthDay’ – the day Sun Life Direct would be reborn as SunLife. And with staff surveys showing 91% happy and 95% feeling well-informed, the BirthDay campaign has been a fantastic success.
Judges’ Comments: … This company had the classic “mountain to climb”. A big challenge that required commitment and enthusiasm as well as insight and strategy. But they delivered in their goal to inform, innovate and inspire and ultimately transformed the business …
Barclays (Teamspirit): Pledging for Make a Difference Day In 2012, as part of its Citizenship Plan, Barclays launched an ambitious new business target – to develop the enterprise, employability and financial management skills of 5 million disadvantaged young people by 2015.
But for a business going through difficult times, encouraging employees to undertake skills-based volunteering to achieve this was a big challenge, needing a big idea.
The ‘pledge’ campaigns in 2012 and 2013 used behavioural science and the annual Barclays Make a Difference Day to activate employee engagement – and it’s set to continue in 2014 to help achieve their goal of helping 5 million young disadvantaged people by 2015.
Commended
Sponsored by
Charterhouse Research has a 10-year history of listening to financial services customers to help stake out new markets, launch new products and services and generate revenue way above target.
For more information, go to www.charterhouse-research.co.uk
The experts in financial services market researchIf speaking is silver, then listening is gold
CH advert.indd 10 13/10/2014 16:30
new produCt, serviCe or innovAtion
WinnerOld Mutual Wealth (Instinct Studios): WealthSelect In the post-RDR world, financial advisers need smarter and more cost-effective solutions to maintain their profitability while demonstrating to customers the value they can add. By the same token, investors need better investment outcomes at an appropriate price to ensure their future financial wellbeing and peace of mind. Their answer was to develop a new model for investment management: WealthSelect. WealthSelect is a focused range of leading industry funds, covering a wide range of investors’ needs across all major asset classes, offered at very competitive prices, with the option of an actively managed portfolio service – at no additional charge.
Judges’ Comments: … an entry clearly based on customer intelligence, this was a meticulous campaign covering areas often forgotten in marketing. Ultimately, delivering smarter and more cost-effective solutions to the end user …
Just Retirement (Teamspirit): Transforming the Delivery of Online Annuity Sales Just Retirement and Teamspirit worked to transform the quality and quantity of direct online annuity leads and sales through the business critical online engine, ‘The Online Annuity Planner’.
The team had to overcome three key issues of poor usability, legacy infrastructure and an inability to sign up and activate new partners quickly.
Through a process of user research and data analytics Teamspirit and Just Retirement re-engineered the quotation journey and redesigned the user interface of the quotation tool to significantly reduce the number of steps and present users with a manageable incremental data collection experience that was simple to navigate.
Commended
Charterhouse Research has a 10-year history of listening to financial services customers to help stake out new markets, launch new products and services and generate revenue way above target.
For more information, go to www.charterhouse-research.co.uk
The experts in financial services market researchIf speaking is silver, then listening is gold
CH advert.indd 10 13/10/2014 16:30
Sponsored by
excellence — n1. the state or quality of excelling
or being exceptionally good;extreme merit; superiority
2. an action, characteristic, feature, etc,in which a person excels3. winning the PR Award
REDEFINING EXCELLENCECongratulations to all The Financial Services
Forum Award winners and nomineesAs sponsors of the PR Award, FWD is delighted to recognise tonight’s winners and nominees and to congratulate them on their consistent performance and leadership over the past year.
Like you, we at FWD excel at what we do, so if the next step is to promote your award-winning status, perhaps it’s time to give a leading financial services PR agency a call.
FWD is one of the UK’s ‘Top 150’ PR agencies, as chosen by PR Week in July 2014
145 Leadenhall Street, London EC3V 4QT T 020 7623 2368 E [email protected] www.fwdpr.co.uk
publiC relAtions
WinnerAXA (Brazil): RoadSafe Schools Each year thousands of children are killed and injured on British roads. AXA’s RoadSafe Schools campaign aimed to increase awareness of road safety issues and to promote safer driving, while helping parents, schools & local government to better understand the road safety concerns around British Schools. The campaign which launched in 2013 has generated huge interest which has seen two South of England schools use the campaign to successfully lobby local councils and reduce speed limits within their area – potentially saving lives. As a responsible insurer, AXA will continue to find the little things that make a big difference to the road safety issues surrounding schools.
Judges’ Comments: … a great example of how to integrate projects and solutions with other relevant stakeholders. It delivered great insight and used strong and often novel measurements to determine return on investment …
The City UK (Linstock Communications): Strengthening Business Relations with China The Chinese Premier’s visit to the UK in June 2014 was one of the biggest business events of the year. Despite the hubbub of £14bn of deals and 15 MOUs, Linstock Communications and TheCityUK’s PR team were able to generate extensive media coverage for an agreement signed with the China Development Bank Corporation. This included breaking news ahead of the formal press conference and an agenda-setting interview on the Today programme. In total more than 100 pieces of coverage were generated and TheCityUK was acclaimed as one of the leading organisations helping to strengthen the UK’s business relationship with China.
MoneySuperMarket.com (Lansons): Creating the Biggest News Splash in MoneySuperMarket’s History In 2014 Lansons executed MoneySuperMarket.com’s most successful media story ever. Tasked to ensure that MoneySuperMarket.com’s annual UK Burglary Hotspots campaign was a bigger news splash than ever before, Lansons achieved media domination.
The campaign was watched, heard, read and shared by the nation through blanket news coverage across TV, radio, online and print newspapers (national and regional), positioning MoneySuperMarket at front of mind for Brits thinking about protecting their home, for the site’s home insurance channel, and overall brand awareness. 2014 media results saw a huge 1,056% increase on the coverage generated by 2013’s campaign, and 1,288% increase on 2012.
Commended
Sponsored by
soCiAl mediA
WinnerAviva (Teamspirit): The New Authors of Business Success In 2013 Aviva insight revealed that adviser biggest single concern post-RDR was business profitability, aggravated by their acknowledged lack of business skills. Aviva responded by launching an innovative content-led campaign – with a tiny budget – that provided advisers with pragmatic inspiration from 10 of the world’s leading business authors. The campaign achieved further impact through a high level of micro targeting and delivery entirely through owned and paid-for social media channels. Results exceeded all targets, hopes and expectations.
Judges’ Comments: … proof that big results don’t need big budgets. A small campaign but considered and concise. A clear winner in a category of innovative campaigns …
Barclays: Openness This is a story about how a 324 year old bank with well documented reputational knocks embraced social media as fuel for change. By opening up channels to comments from customers and launching the platform (‘Your Bank’) dedicated to capturing and responding to ideas for making things better, Barclays have moved from nowhere to being recognised as the number one European Social Financial Brand. In the process, they have also started to be able to prove that elusive thing: ROI for Social.
Commended
Sponsored by
direCt mArketing
WinnerVolkswagen Group Leasing (Hunterlodge Advertising): Pick and Mix Volkswagen Group Leasing leveraged the power of business and behavioural data to lift the lid on CCS vehicle procurement which led to fine-tuned messaging resulting in turbo charged sales and marketing performance. How? They researched the customer, their journey, looked at purchasing trends, data modelled, manipulated, segmented and mined – then tested and refined activity with incredible commercial creativity that lead to deeper engagement. The outcome was truly effective marketing and advertising that delivered £13 returned for each £1 invested.
Judges’ Comments: … a fantastic entry that deeply impressed the judges. A well targeted campaign with strong analysis of a sector traditionally sown-up by other suppliers. A great example of how to leverage the power of business and behavioural data …
Barclays: Lending Personalised Video In a world where customers’ inboxes are bombarded with a relentless onslaught of generic, one-size-fits-all loan offers, Barclays have a point of difference in being able to tell customers how much they could borrow – before they apply.
But not all customers are aware of this. So they needed to find a more interesting and compelling way to bring this to life for customers – engaging not just those in the market for a loan right now, but also those with potential to be so in the future, to ensure that when borrowing is needed, Barclays are front of mind.
Sponsored by
Commended
sponsorship
WinnerRBS Corporate and Institutional Banking (RBS-CIB): A Master Plan: Pioneering Solutions to Support a New Era in UK Higher Education The British Higher Education sector is experiencing unprecedented change; transitioning towards a funding-model based on student-fees, which in turn is increasing competition between establishments.
To remain attractive to students, universities need to invest (in estates and facilities), yet many have been nervous about making significant financial commitments, fuelled by lack of certainty around future funding structures.
RBS was keen to raise awareness of an innovative and unconventional vehicle for raising funds that we had successfully delivered to a world-leading university. They negotiated a bespoke sponsorship package at a major event: the BUFDG conference.
As sponsors, they were able to access key prospects, control messaging and raise their profile which generated a strong pipeline of leads, resulting in major transactions which will support their clients’ future growth.
Judges’ Comments: … It’s disappointing that companies don’t seem to be able or willing to measure their sponsorship activities. Come on guys, we know it can be done – as proved by the winner. And it certainly was a worthy winner …
Sponsored by
DO YOUKNOW YOURCUSTOMERS?Opinium – helping you navigate the
mind of the financial consumer
Interested?(+44) 020 7566 [email protected]
What people think, feel and do.
Judges’ AwArd for Consumer insight
WinnerAXA (Brazil): RoadSafe Schools Each year thousands of children are killed and injured on British roads. AXA’s RoadSafe Schools campaign aims to increase awareness of road safety issues and to promote safer driving, while helping parents, schools and local government to better understand the road safety concerns around British Schools. The campaign which launched in 2013 has generated huge interest which has seen two South of England schools use the campaign to successfully lobby local councils and reduce speed limits within their area – potentially saving lives. As a responsible insurer, AXA will continue to find the little things that make a big difference to the road safety issues surrounding schools.
Judges’ Comments: … the winner was selected from a category not traditionally associated with consumer insight. But this entry used three research methods, clearly showing how, when combined, they drove the strategy and tactics. Great to see …
Sponsored by
Judges’ AwArd for mArketing leArning
WinnerBarclays
LifeSkillsBarclays recognised a key societal need, to work in collaboration with educators, businesses and government to improve employability prospects for young people. LifeSkills created with Barclays was developed and launched in May 2013 and aims, by 2015, to equip one million young people with the skills they need to enter the world of work and help improve access to work experience, traineeship and apprenticeship opportunities.
OpennessThis is a story about how a 324 year old bank with well documented reputational knocks embraced social media as fuel for change. By opening up channels to comments from customers and launching the platform (‘Your Bank’) dedicated to capturing and responding to ideas for making things better, Barclays have moved from nowhere to being recognised as the number one European Social Financial Brand. In the process, they have also started to be able to prove that elusive thing: ROI for Social.
Pledging for Make a Difference Day (Teamspirit)The ‘pledge’ campaigns in 2012 and 2013 used behavioural science and the annual Barclays Make a Difference Day to activate employee engagement – and it’s set to continue in 2014 to help achieve their goal of helping 5 million young disadvantaged people by 2015.
Lending Personalised VideoIn a world where customers’ inboxes are bombarded with a relentless onslaught of generic, one-size-fits-all loan offers, Barclays have a point of difference in being able to tell customers how much they could borrow – before they apply.
Judges’ Comments: … the Judges wanted to select this winner for the work submitted across a number of categories. It’s progressive and interesting – not quotes often attributed to the big firms. Certainly work that many of us can learn from …
Sponsored by
The BIO Agency. The Digital Change Agents™
Digital Change.There’s no need to be afraid of it.
www.thebioagency.comSponsors of the Marketing Excellence category
London | Austin
Digital innovation constantly reimagines the everyday and drives business
profitability. Customers with positive ongoing digital experiences are 3 times more
likely to stick with a brand, and 3-5 times more likely to recommend them*.
Let us help you unlock truly meaningful digital experiences for your customers.
*Source: 2014 World Retail Banking Report
Judges’ AwArd for mArketing exCellenCe
WinnerHiscox (VCCP): Business Insurance for the Small & Brave 2013 brought a huge challenge for Hiscox Business Insurance, as their market leading position came under threat from new entrants who eroded their rational point of difference. Hiscox’s response was “business insurance for the small and the brave – an emotional campaign that flattered their audience’s attitude to risk. Coupled with a highly targeted, regional media strategy, they were able to deliver exceptional results.
Judges’ Comments: … the Judges selected the winner for the quality of the campaign as a whole. An exceptional campaign presented through a clear and concise paper. A great example to follow in many ways …
Sponsored by
The only membership organisation committed to improving marketing effectiveness in financial services.
To enquire about membership options please contact Jasmine Butler-Burnham at [email protected] or call 0203 657 9899
www.thefsforum.co.uk
Asset Management
Brand Strategy
Corporate & Investment Banking
Corporate Communications
Digital & Direct Marketing
Insurance
Life & Pensions
Mortgages
Private Banking & Wealth Management
Retail Banking
AgenCy of the yeAr
WinnerLansons After four years of recession across the industry, corporate and financial specialist Lansons delivered in excess of 20% revenue growth in 2013 by turning itself into a truly integrated consultancy. The agency re-positioned itself around “Advice. Ideas. Results” and won some of the largest contracts in the financial sector. Key growth disciplines were employee engagement, crisis consultancy and corporate counsel.
The last eighteen months have been exceptional for new accounts as various projects became retainers like Nutmeg; work began with new divisions of Xchanging, having proved that their work had tangible commercial value and winning the Barclays Retail and Business contract.
They have been successful in demonstrating the value of their work to clients and beyond with the work for borro winning a Sabre award and Associate Director Beth Murray awarded PR Week’s ‘Young Professional of the Year’.
Sponsored by
Bright young things
NS&I are proud to sponsor
The Financial Services Forum Young Marketer of the Year Award
nsandi.com
28292_NSI_YoungMarketer_advert_AW3.indd 1 16/10/2014 14:57
Bright young things
NS&I are proud to sponsor
The Financial Services Forum Young Marketer of the Year Award
nsandi.com
28292_NSI_YoungMarketer_advert_AW3.indd 1 16/10/2014 14:57
young mArketer of the yeAr
WinnerEdward Burgess, Senior Marketing Planning Manager, Post Office A highly motivated and results driven marketer. Edward’s focus is on implementing robust performance measures including econometrics and tracking to measure ROI and optimise efficiently to deliver the best results for the business and the most customer centric propositions. Highlights from the last two years include:
Geographical and Profile Segmentation – delivering HSBC’s first geographically and profile segmented direct response and digital campaign.
Press Optimisation – Using an external telecoms provider and unique telephone numbers to implement press effectiveness tracking at the Post Office. This enabled the Post Office to measure the effectiveness of press across publication, day of week, format, size, colour, creative and messaging as well as mobile friendly numbers vs landline only.
Sports Activation Programme – delivering local activation activity for HSBC’s sports sponsorship (Wimbledon, Rugby 7’s, Golf Open, Olympics).
Econometrics and Performance Analysis – completing several econometric projects to measure the effectiveness of marketing campaigns and scenario plan for future spend to enable improved efficiencies and customer centric campaigns.
Sponsored by
mArketer of the yeAr
WinnerPeter Markey, Chief Marketing Officer, Post Office Peter has made the brave transition from seasoned insurance marketer at RSA to lead marketer at the Post Office, adapting to his new role with ease and delivering some impressive work to boot.
The year started at RSA, where Peter completed an 8 year journey through MORE TH>N to global RSA by delivering a new global brand strategy to 20k employees and 20m customers across 33 countries. It went well, apart from the translation of “customer obsession” into Chinese.
All this helped RSA be recognized as a ‘Superbrand’ for the first time, delivering an increase in brand value to over £2bn in the past year. All that and as RSA’s board member in Moscow he helped the Russian business In Touch deliver record double digit growth.
After a small break involving swimming with sharks and a singing tiger in a holiday park, Peter arrived at Post Office.
In the past six months he’s shaped and delivered a new brand purpose which has fed into one of the most successful campaigns the business has ever run. Through “Love Sundays”, the Post Office has seen double digit improvement in key brand health metrics, record social media brand engagement and has picked up the Ad Association ad of the week. All this plus a ten fold increase to the Post Office website during the campaign.
Sponsored by
Corporate partners
The Financial Services Forum
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www.thefsforum.co.uk
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