wards for Marketing Effectiveness 2015

Winners & Commended

Jamie BrookesManaging Director, MHP Communications

Kirsten BurtExecutive Director, Head of Marketing, UK & Jersey, UBS Wealth Management

Lucian CampPrincipal, Lucian Camp Consulting

Leslie de ChernatonyProfessor of Brand, Marketing, Aston Business School

Suzanne CollinsExecutive Director, Head of Marketing UK, Coutts & Co

Jet CookeDirector, iShares UK Marketing, BlackRock

David CowanManaging Director, The Financial Services Forum

Mark EvansGroup Marketing Director, Direct Line

Bill GilbertHead of International Business Development, Riverside Group

Ian Holmes-LewisFounder and CEO, Zzappit

Catherine KehoeMD, Group Brands & Marketing, Lloyds Banking Group

David LundholmDirector, Group Corporate Development, BGL Group

Peter MarkeyChief Marketing Officer, Post Office

Malcolm OliverContributing Author, Argent

Alan ThompsonChief Executive, The Haystack Group

Anthony ThomsonFounder, Metro Bank and Atom. Chairman, The Financial Services Forum and National Skills, Academy for FS

Helen WestbrookHead of Marketing – Europe and Middle East, HSBC Private Bank

Dileas Winslowformer Marketing Communications Director Protection, Legal & General

David WrightMarketing Director, Police Mutual

Stephen Wynne-JonesHead of Marketing, Cofunds Ltd

The Judges

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 DirectorThe Financial Services Forum

AThe revolutionary Sky AdSmart allows businesses of all shapes and sizes to use the power of TV advertising for the first time. Available on some of the UK’s biggest TV channels, Sky AdSmart allows targeting of particular household types based on multiple attributes including postcode area, affluence and lifestyle.

Sky AdSmart is already transforming forward thinking businesses – so invest in the nation’s most loved and effective advertising platform.

Sky AdSmart - The Power of TV, Enhanced.

dvertising

Direct Line: The ‘Fixer’ CampaignThirty years ago, Direct Line was a veritable tour de force, its game-changing ‘direct’ insurance proposition as well-known as its pillarbox-red phone. Once king of the market rankings, over the years its crown had slipped, with revenue suffering as a consequence. While the price-comparison website grew in popularity, offering competitive prices and cuddly toys, Direct Line lost its identity and connection with customers.Thanks to a proactive, top-to-bottom overhaul of their brand proposition – involving an innovative integrated campaign – they have turned things around and seen their highest-ever online engagement, with Direct Line becoming the first insurance brand to trend on Twitter.

Judges’ Comments: Although there was a drop in the number of entries in this category, this was a belting entry and a worthy winner. Reversing six years of decline, this very distinctive campaign was big, bold and brave.

The Co-Operative Bank: Fight Back CampaignThe Co-operative Bank’s ‘fight-back’ campaign was initiated to transform their damaged brand from being synonymous with scandal and crises to being the ethical bank once again.Insight told us that consumers wanted a bank that behaved with ethics and values and that they could own this territory.They ran an advertising campaign to influence consumers’ perceptions by making more people aware of their heritage of ethical banking.Driven by the need to standout in a cluttered market, they selected a disruptive and non-conventional creative approach with a broadcast heavy media strategy.

Close Brothers (The Gate): Modern Merchant Banking Launch CampaignThis campaign united Close Brothers – a multi-faceted business that had never before advertised as a group – behind a single, simple idea borne out of an insight rooted in Close Brothers’ history. Using respected national media, a consistent creative expression and recognisable branded assets, the campaign demonstrably increased preference for Close Brothers and resulted in significant business growth.

Standard Life Investments: Ryder CupIn its mission to become the best global asset manager, Standard Life Investments sought to raise brand awareness among key audiences, reinforcing values such as teamwork, heritage and performance excellence. Utilising sponsorship of the 2014 Ryder Cup provided an ideal platform, with a multi-media advertising campaign built around the theme World Class as Standard. Various metrics demonstrate the campaign’s success in raising global visibility and perceptions, while genuine media partnerships delivered significant ROI. In addition, efforts up to and including the 2014 tournament provided a strong platform for sponsorship of the 2016 Ryder Cup.

Commended

AWinner

Sponsored by

CSpecialist media intelligence, planning and buying for the investment management industry

MEDIA CONSULTANCY

PLANNINGAND BUYING

LOCALKNOWLEDG E

GLOBAL COVERAG E

UNIQUE AND

INDEPENDENT

RESEARCH

STRATEGIC

MEDIA INTELLIGENCE

London • Dubai • Hong Kong • Boston

www fundamentalmedia.com

ontent Marketing

SunLife: Beard InsuranceSunLife created a range of entertaining hero, hub and hygiene content to launch a ‘new product’ – beard insurance – on April 1st, to reach a younger audience, reposition SunLife, drive traffic to our website and engage prospects on social media, as well as get national press coverage. Content created included a video, photography, web page, blog, online beard insurance calculator and more. On April 1st, the video was viewed online 105,000 times (in a single day), web traffic increased 400%, they got over 3,000 social comments, a reach of over 800,000 and £240,000 of press coverage. Not a bad day’s work.

Judges’ Comments: A new category with some very good entries, but there was a clear winner that has set a high standard for others to follow. A huge reach for a small budget and a highly-commendable return on investment.

Aviva (Teamspirit): An Unprecedented Tax Year EndThis was an unprecedented tax year end with a multitude of rule changes. Aviva’s challenge was to generate revenue growth and increase platform usage, despite the added complexity. Their strategy to equip advisers with knowledge to understand the opportunity and tools to communicate with their own clients worked.Using a content rich approach which was highly targeted through use of marketing automation, they beat every one of their campaign metrics across a broad set of media. Engagement levels were higher than anticipated and they achieved a 45% increase in platform transactions and sales targets achieved early.

Commended

CWinner

Sponsored by

CBNY Mellon / Newton Investment Management (AML): Changing HistoryA five-year partnership between BNY Mellon, Newton Investment Management and Boat Race Company Limited has transformed this great British institution. The Newton Women’s Boat Race now enjoys parity with the men’s in funding, support, course venue and race date. As a lead media event with a global audience, the exposure that this story has enjoyed has attracted other organisations to support the advancement of diversity and parity of opportunity in many pursuits – from sport to the workplace, and from the international stage through to local communities.

Judges’ Comments: This was a very close category and the judges were impressed with the improvement in the quality and quantity of entries. In a category that is always going to be hard to measure effectiveness, the winner managed to capture a wide range of metrics, showing both reach and impact.

Direct Line (Citigate Dewe Rogerson): The Hidden Issue of Female Drink DrivingWhat if you uncovered information that had the potential to rewrite received wisdom on drink-driving? In 2014 Direct Line found itself in such a position, when a research report it had sponsored revealed that whilst drink-driving overall was decreasing, the reverse was true amongst older women. Realising that this flew in the face of received wisdom (almost all communications have targeted male drivers, since the first drink-driving campaign appeared 50 years ago) it created a campaign in partnership with Citigate Dewe Rogerson that would both educate drivers and, crucially, those within the road safety industry.

Commended

Winner

orporate Social ResponsibilityC Sponsored by

CAviva (Cherry London): Aviva AdvantagesInsurance is typically an annual grudge purchase, giving customers little reason to build a relationship with their insurer. In response, Aviva developed a nationwide, digitally-enabled customer rewards programme, Aviva Advantages, which rewards their customers through relevant Aviva product discounts, offers and experiences from brands, and exclusive experiences from their sponsorship partners.As a result of these benefits, customers are motivated to interact with Aviva more frequently, and in turn, Aviva have proven these customers are more valuable to the business, staying longer and buying more.

Judges’ Comments: A limited number of quality entries in this category, but that shouldn’t detract from those shortlisted. Aviva continues to keep the bar raised high in a very tough sector.

Winner

ustomer Loyalty & Retention Sponsored by

C

We help clients increase profit from customer experience

CX Profitability and LexdenYour Winning Combination

MORE TH>N • WILLIAM HILL • THE CO-OPERATIVE BANKVISA EUROPE • PARK INN HOTELS • AGEAS

CUSTOMER EXPERIENCECX frameworks to energise

existing activities and align new programmes to optimise CX profitability

EMPLOYEE EXPERIENCEHelping to connect the

relevance and opportunity of CX to employees from boardroom to basement

BRAND EXPERIENCELeveraging the value of brand differentiation

through CX - making it motivating internally and

meaningful externally

www.lexdengroup.com | @lexdengroup | christopherbrooks@lexdengroup.com

CUSTOMER EXPERIENCE CONSULTANTS

210 x 210.indd 1 27/10/2015 14:40

CKent Reliance (Teamspirit): Putting Customers at the Heart of the ExperienceIn 2011, Kent Reliance reported a loss of £11.1m. Customer feedback was consistently unflattering, and rising complaints were matched by the departure of loyal customers. The company reacted immediately. It undertook extensive research, then launched a real-time customer feedback strategy, which shaped an innovative multi-channel customer experience, placing the customer at the heart of the solution.The success of this strategy was simply extraordinary. Complaints reduced by 51% in the first six months alone …and within just three years, customer satisfaction rose to 85.8%, sales trebled, and Net Promoter Score went from -14 to + 39.

Judges’ Comments: Very clear insight with a variety of rich metrics made this a very succinct and well-executed entry. A new category for 2015 and one the judges expect will be very competitive in years to come.

Winner

ustomer Experience

RBS (SapientNitro): RBS Get CashThis is the story of how a small but high-value experience innovation has delivered new utility to a key group of at-risk under-35 customers and supported the bank’s broader brand promises of “Helpful Banking” (NatWest) and “Here for you” (RBS).By imbedding new technology in their mobile-banking apps, RBS/NatWest has made card-less access (for emergencies or just convenience) to cash quick and easy, as well as zero cost. Usage is 15 times up on a similar predecessor (call-centre based) service, contributing to improved customer satisfaction and customer retention.

Santander: Simple, Personal, FairThis is the story of a radical new approach, which completely redefined customer experience at Santander. In 2013 Britain was limping out of the worst economic crash in a generation. If times were tough for the established banks, the challenges were greater for a Spanish newcomer. Santander faced two unique challenges: They needed to evolve their brand identity; and customer loyalty and satisfaction needed improving.

Listening to customer pain-points, Santander realised there was deep-seated anxiety at the core of the relationship between bank and customer. Customers didn’t trust banks, and wanted to feel confident in managing their money. Santander’s task became clear, and it would be mammoth, requiring a wholesale change in how they did business.

Commended

Sponsored by

We help clients increase profit from customer experience

CX Profitability and LexdenYour Winning Combination

MORE TH>N • WILLIAM HILL • THE CO-OPERATIVE BANKVISA EUROPE • PARK INN HOTELS • AGEAS

CUSTOMER EXPERIENCECX frameworks to energise

existing activities and align new programmes to optimise CX profitability

EMPLOYEE EXPERIENCEHelping to connect the

relevance and opportunity of CX to employees from boardroom to basement

BRAND EXPERIENCELeveraging the value of brand differentiation

through CX - making it motivating internally and

meaningful externally

www.lexdengroup.com | @lexdengroup | christopherbrooks@lexdengroup.com

CUSTOMER EXPERIENCE CONSULTANTS

210 x 210.indd 1 27/10/2015 14:40

D

MARKETING & SALES RECRUITMENT

cartermurray.com @cartermurray.com carter-murray

Kent Reliance (Teamspirit): Banishing the Mortgage MonstersIn 2014 specialist mortgage provider, Kent Reliance for Intermediaries (KRFI) faced some seemingly insurmountable commercial challenges. Most importantly, mortgage sales were badly down, largely due to their poor digital offering – brokers’ primary method of placing business.KRFI immediately undertook in-depth analysis of their digital offering. Insights gathered drove a highly successful redefinition of their entire web offering and digital communications activity. Results far exceeded targets. User sessions and web traffic, the business’s lifeblood rose by 591% in 12 months, mortgage completions rose against all expectations, contributing massively – and unexpectedly – to one of the most successful IPOs of 2015.

Judges’ Comments: A very strong entry – it had to be, to beat some great competition. Loaded with data and metrics, it was a clearly articulated entry which impressed the judges with both short-term and long-term goals and achievements.

Winner

igital Marketing

FSCS (UM London): Whatever You’re Saving ForUM London was given the job of raising awareness of the FSCS and the services it provides. A bespoke segmentation revealed a key audience in the ‘squeezed middle’ that would be most receptive to their message. Campaign exposure had previously been high, but messages were not cutting through. They needed to package their story in a way that would resonate with the audience by reframing a long-term savings message as entertaining. The campaign delivered an 18% increase in FSCS’s core KPI through a bespoke and innovative digital-led content programme using celebrities and a digital entertainment brand.

Standard Life Investments: Ryder CupIn its mission to become the best global asset manager, Standard Life Investments sought to raise brand awareness among key audiences, reinforcing values such as teamwork, heritage and performance excellence. Sponsorship of the 2014 Ryder Cup provided an ideal platform to build a digital marketing and social media campaign around the theme World Class as Standard. Various metrics demonstrate the campaign’s success in raising global visibility and perceptions, while media partnerships delivered significant ROI. In addition, efforts up to and including the 2014 tournament provided a strong platform for sponsorship of the 2016 Ryder Cup.

Commended

Sponsored by D MARKETING & SALES RECRUITMENT

D

hello@jaywing.com0333 370 6500 jaywing.com

We have years of experience and a big team who can help you meet the challenges that are out there now. Talk to Jaywing today.

Things don’t work like they used to. The old models are broken. The new constant is change. Jaywing embraces now.

With a rich heritage in financial services, we bring together over 600 creative, talented individuals who connect powerful ideas, rich data and new technologies.

We understand, experience, connect and reinvent, seizing the opportunities that are out there now.

We make sense of now.

Now, things are different.

25263 Jaywing NOW FS Forum ad 210x210 AW.indd 1 13/11/2015 14:05

Barclays: OnboardingWhen a customer opens a new current account with a financial provider, they often feel bombarded with the array of documents sent to them.Barclay’s goal was to transform the on-boarding process for new customers, by welcoming and guiding them effortlessly through the set-up process; building a strong and positive relationship from the very first communication.Using their latest capabilities in dynamic email, customised landing pages and personalised video, they delivered a best-in-class experience, tailored to each individual customer and the choices they had made through a personalised welcome email/video, delivered on day one of their new relationship with Barclays.Barclays is the first bank in the UK to use personalised video as part of the new to bank on-boarding process.

Judges’ Comments: The winning entry articulated a campaign with a high level of personalisation, solving a genuine customer issue. It was a great submission, extremely well executed. Barclays are doing something well, that most bands do badly.

Winner

irect Marketing

Co-operative Insurance: The 3G’sIn a highly competitive market, against a backdrop of sizeable marketing budget cuts and a challenging reputational environment, the Co-operative Insurance Marketing team have developed and implemented a highly successful direct marketing strategy that has transformed the business performance and demonstrated the power of effective direct marketing. Centred around the unique brand proposition and customer data, the marketing team and their agency partners have been inspired and empowered to deliver a set of campaigns that have increased YOY sales by 18%, with a 47% improvement in efficiency.

Commended

Sponsored by

Julie, you should already have your

Account number

Sort code

D

IMore than skin deep

www.living-group.com

Our extensive understanding of the intricacies of financial and professional services enables us to create communications that are engaging and enduring.

To find out more please contact

david.king@living-group.com

or call +44 (0)20 7739 8899

London | Hong Kong | New York

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.

11000-73_FinancialServicesForum_210x210_Ad_v1.indd 1 11/11/2015 17:22

Aviva (Teamspirit): New Thinking – Unlocking the Sandwich GenerationIn 2014, the ‘sandwich generation’ posed one of the biggest challenges for Aviva’s key distribution channel – financial advisers. This critical 45-60 year old audience accounted for a high percentage of advisers’ clients – and fee revenues. Yet advisers were often unable to complete business with them – effecting their businesses adversely. Aviva responded with a hard-working, practical and innovative integrated campaign. At its heart was cutting-edge behavioural science content that helped advisers ‘unlock’ their sandwich generation clients.Results surpassed targets and expectations. Over 2,000 advisers downloaded campaign materials – and new conversations with Aviva’s sales force exceeded 173% of already stretching targets.

Judges’ Comments: A clear winner in a strong category. An innovative campaign utilising behavioural science to truly understand their audience. This entry ticked all the boxes with clear insight, analysis, metrics and results.

Winner

ntegrated B2B Campaign

BNY Mellon / Insight Investment (AML): Absolute InsightThis campaign aimed to provide cut-through in a crowded, complicated market to best communicate absolute returns investing to advisers. This was achieved through an arresting combination of print and online communication, supported by a unique content web hub. Always driven by anticipating the needs of their clients, they aimed to empower advisers by providing them with clear information as well as practical knowledge – essentially creating a ‘one-stop-shop’ for absolute return investing.

Close Brothers (The Gate): Modern Merchant Banking Launch CampaignThis campaign united Close Brothers – a multi-faceted business that had never before promoted itself as a group – behind a single, simple idea borne out of an insight rooted in Close Brothers’ history. Using respected national media, a consistent creative expression and recognisable branded assets, the campaign demonstrably increased preference for Close Brothers and resulted in significant business growth.

Prudential: Keeping the Candles OnLaunched in 2004, PruFund had expanded from a single product to a range that caters for a variety of investment risk appetites. Its success makes it one of Prudential’s most important products, yet its £10bn of funds under management is written by a relatively small pool of advisers. In fact, most advisers hadn’t even heard of the range. This was a genuine business issue given the revolution in the pensions market, the growing number of advisers investing on platform, and the ongoing effects of RDR. With a business strategy based around PruFunds’ continued success, a new communication strategy was needed.

Commended

Sponsored by I

AMLH0161-FSF-awards-2015-FAW-OUTLINE.indd 1 16/11/2015 11:43

I

Scottish Widows: Driving Action by Encouraging People to Change Their Life in an HourIn the year that the UK would undergo the greatest upheaval of its pension system in a generation, and the media was awash with predictions of people placing short-term impulses in front of long-term prosperity, Scottish Widows stood up as a leader of positive action. By successfully encouraging its audience to ‘Change Your Life in an Hour’, it saw over 250k people take the first steps to making a plan for later life, and achieved the highest brand consideration since its 2014 re-launch. This is the story of why leading from the front pays dividends for both customer and brand.

Judges’ Comments: Driven by some outstanding insight, this was a well-articulated entry that really brought to life an outstanding campaign.

Winner

ntegrated Consumer Campaign

Direct Line: The ‘Fixer’ CampaignThirty years ago, Direct Line was a veritable tour de force, its game-changing ‘direct’ insurance proposition as well-known as its pillarbox-red phone. Once king of the market rankings, over the years its crown had slipped, with revenue suffering as a consequence. While the price-comparison website grew in popularity, offering competitive prices and cuddly toys, they lost their identity and connection with customers. Thanks to a proactive, top-to-bottom overhaul of its brand proposition – involving an innovative integrated campaign – they have turned things around and seen its highest-ever online engagement, with Direct Line becoming the first insurance brand to trend on Twitter.

SunLife: Making Life Insurance StraightfordableSunLife research showed two of the reasons for the ‘protection gap’ in the UK are that people believe life insurance is too complicated and too expensive. So they developed a product, customer journey and communications which were straightforward and affordable – ‘straightfordable’.Using the insight that people protect their cars, their pets, their TVs and even their luggage, SunLife pointed out that they may also want to protect what really matters – their family. This ‘straightfordable life insurance’ campaign across TV, radio, press, mail and online has surpassed all targets, achieved significant sales and dramatically enhanced key brand metrics.

Commended

Sponsored by I

IA 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

Coutts: Coutts & Grayson Perry: Who are you? At the National Portrait GalleryCoutts was headline sponsor of Grayson Perry: Who Are You? at the National Portrait Gallery (October 2014 - March 2015). Their internal audience was key, as they sought to engage staff across the UK, convey Coutts’ values and reaffirm the identity of the business at a time of strategic change. Carefully devised events empowered and inspired staff, culminating in an art competition, judged by Grayson and the NPG. Activity was bought to life through Coutts’ new interactive intranet and strategic communications, maintaining momentum throughout the exhibition. Exceeding expectations on every level, the partnership left a lasting legacy within the organisation.

Judges’ Comments: This was a brave, bold and ambitious campaign, explained in a well-presented and articulated entry. A well-deserved winner.

Winner

nternal Communications

Direct Line: The ‘Fixer’ CampaignIn 2014, Direct Line undertook its most ambitious internal communications programme to date. Aimed at every one of its people – from the post room to the boardroom – the programme was designed to engage employees in the company’s bold new brand proposition. This was far more than just some emails or flyers, this was an innovative multichannel campaign that incorporated creative experiential, digital and environmental comms that not only communicated the new brand values, but mobilised people to live them.

Mastercard: Small is the New BigIn 2013, no one was interested in selling commercial credit cards to small and medium-sized businesses. But then the EU introduced a cap on interchange fees, limiting the amount banks could charge for personal card transactions. However, commercial cards weren’t affected. They developed Small is the New Big, a campaign that tore up the MasterCard rulebook. They talked to SMEs. They created new services, value propositions and go-to-market materials. They ran workshops. And they created Bling My Business!

Standard Life Investments: Ryder CupIn 2014, Standard Life Investments embarked on its first global sponsorship, becoming the first Worldwide Partner in Ryder Cup history. This sporting event is the third most watched globally, behind only the Olympics and the football World Cup. Teamwork and performance excellence are at its core, values that align directly with our brand. As the only Partner permitted to promote an association on both sides of the Atlantic, a fully integrated activation programme was designed to achieve two strategic B2B objectives: enhance brand awareness and connect with clients. The 2014 event in Gleneagles exceeded expectations from a commercial, strategic and client engagement perspective, providing a strong platform for the 2016 Ryder Cup in the US.

Commended

Sponsored by IA 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

N

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

Barclays: Barclays Mobile Cheque ImagingBarclays developed the functionality within their Barclays Mobile Banking Application for customers to be able to pay in a cheque using their mobile phone. The launch of this service started as a small pilot with 6,300 customers and staff, in May/June 2014. Since then 1 million Barclays customers who use iPhones have been invited to join, and this offer will soon be extended to Barclays’ customers who have Android devices. As a result of this pilot, Barclays have pioneered bringing the processing of all banks cheques into the 21st century and the law is expected to change, resulting in reducing the maximum clearing cycle to 5pm next working day for the whole of UK PLC.

Judges’ Comments: A close category with some very strong contenders. This was a beautifully-constructed initiative, supported by plenty of consumer date.

Winner

ew Product, Service or InnovationN

LV= (Moreish Marketing): LV= Personal Sick PaySuccessful product development, in the often overcomplicated world of financial services, is a challenge. LV= Personal Sick Pay delivered on every front; product, proposition, campaign implementation and outstanding business results. Income protection (recommended by financial advisers) works when you can’t and is considered the most important insurance for working adults. For customers in riskier jobs, income protection can be too expensive, leaving families at serious financial risk. Launched in 2014, Personal Sick Pay is a type of affordable income protection aimed at these customers. The product smashed its first year sales target by 340%.

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

PCongratulations to all The Financial Services

Forum Award nominees and winners

As sponsors of the PR Award, FWD is delighted to recognise tonight’s nominees and winners 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 consultancy a call.

FWD is one of the UK’s ‘Top 150’ communications agencies, as chosen by PR Week in April 2015145 Leadenhall Street, London EC3V 4QT

020 7623 2368 info@fwdconsulting.co.uk www.fwdconsulting.co.uk @FWDConsult

2166 - FWD Award Ad 210 x 210-Final.indd 1 13/11/2015 09:41

Charter Court Financial Services (Teamspirit): Launching the Next Challenger BankCharter Savings Bank, a new banking brand from Charter Court Financial Services (CCSF), a well-established financial service specialist which had previously operated in the mortgage market via its brands Precise and Exact, became 7th bank to receive its banking license from the PRA in January 2015. Teamspirit PR was appointed to advise on the launch strategy and build its brand in media beyond that point.Teamspirit PR worked with CCFS to build credibility for established corporate spokespeople and maximise credibility for the new bank.

Judges’ Comments: There continues to be a big improvement in the quality of entries, but there are still improvements to be made. This year was very competitive with a number of great entries. The winner hit all the objectives with a well written entry that identified and delivered rigorous effectiveness measures.

Winner

ublic Relations P

Protect Your Bubble: Turning Insurance Cover into Media CoverageProtect Your Bubble insures gadgets such as smartphones and tablets; the high value, portable – and easily lost – technology that we carry around with us. Launched in 2008 after they spotted a gap in the insurance market; exclusions and restrictions on many home and travel policies meant these didn’t provide sufficient cover for expensive gadgets. But, just as there were gaps in the cover provided by conventional insurance policies, there were also big gaps in public’s perception of the problem. Protect Your Bubble successfully used PR to raise awareness of the issue and position their brand as a transparent, trustworthy and credible solution.

TheCityUK (Linstock Communications): Leading the Debate on the Issues that MatterTheCityUK, the membership organisation for UK-based financial and related professional services, has seen exponential growth in its profile and influence. To maintain this in 2014, the PR challenge was to be recognised as leading on the issues which matter most to its members. It addressed this by focusing PR on three key themes, and prioritising opinion articles and leading national titles to set the agenda. As a result, TheCityUK’s PR effort in 2014 vastly exceeded targets. The volume and quality of coverage increased during this period.

UBS Wealth Management (Headland Consultancy): UBS Wealth Management Wins MajorityUBS Wealth Management wanted to build a profile in the key national and regional media to support its objective to be regarded as the UK’s best wealth manager. The main challenge facing UBS was to distinguish its macro-economic insights from other wealth and asset managers. Headland was hired to position the Chief Investment Office and its Head, Bill O’Neill, as investment experts.In a crowded media landscape, UBS’s opinions gained prominent media attention and built significant profile.

Henderson Global Investors (Teamspirit): The Henderson Global Dividend IndexHenderson Global Investors understood the challenge its institutional and retail customers around the world faced to earn an adequate income on their capital. Rock bottom interest rates mean higher yielding equities must do the heavy lifting. Henderson wanted to grow its business in the income fund management niche, taking a larger share of this expanding market both in the UK and abroad. Its communications challenge was to elevate the brand and demonstrate Henderson’s income investment pre-eminence, as well as filling a knowledge gap in the world’s understanding of dividends.

Commended

Sponsored by

SC

M

Y

CM

MY

CY

CMY

K

Award Winner UK.pdf 1 11/3/15 4:02 PM

ocial Media

Direct Line: The ‘Fixer’ CampaignHaving revolutionised the way insurance was sold in the UK, Direct Line suddenly found itself suffering from a year-on-year decline in revenue. The advent of price-comparison websites had tempted consumers away from a brand that they no longer felt engaged with. Faced with the challenge of reviving the brand and boosting revenue, the company decided it needed to completely overhaul its social-media strategy. Launched in August 2014, Direct Line’s social-media campaign exceeded expectations and resulted in 60m impressions in total, uplifts across all brand metrics including brand preference and a reversed decline in revenue a year ahead of target.

Judges’ Comments: One of the best entries read this year. The entry was well structured with plenty of supporting evidence.

Aviva (Teamspirit): New Thinking – Unlocking the Sandwich GenerationIn 2014, the ‘sandwich generation’ posed one of the biggest challenges for Aviva’s key distribution channel – financial advisers. This critical 45-60 year old audience accounted for a high percentage of advisers’ clients - and fee revenues. Yet advisers were often unable to complete business with them – effecting their businesses adversely. Aviva responded with a hard-working, practical and innovative social media campaign. At its heart was cutting- edge behavioural science content that helped advisers ‘unlock’ their sandwich generation clients. Campaign results exceeded all expectations. Cost per engagement plummeted, web visits and new Twitter followers achieved already stretching targets by over 200%.

SunLife: Beard InsuranceSunLife used social media to launch a ‘new product’ – beard insurance – on April Fools’ Day, to reach a younger audience, reposition SunLife and get national press coverage. They launched with a compelling video ad across their social channels, and invited people to submit pictures of their beards to get a bespoke ‘beard quote’ using our special algorithm. On April 1st, the video was viewed online 105,000 times (in a single day), they got over 3,000 social comments and a reach of over 800,000 and increased web traffic by 400%. Plus £240,000 of press coverage. Not a bad day’s work.

Commended

SWinner

Sponsored by

SMarket-leading technology and proven expertise. Why settle for less?

As a market-leading provider of agile technologies for servicers, banks, building societies and lenders, Phoebus Software Limited (PSL) provides optimum sales and operational efficiencies to organisations ranging from Tier 1 lenders to new start-up businesses and smaller scale operations.

Founded 25 years ago, PSL is a genuine business enabler covering every aspect of origination and servicing for both lending and deposits. Over 50 lenders have portfolios managed on Phoebus and we have more than £25billion of assets under management on Phoebus servicing.

With multi-channel originations for B2B and B2C distribution and integrated workflow for automation

to drive efficiency, our comprehensive primary and special servicing offer includes securitisation, integrated general ledger, loan migration manager as well as syndication and sub participation.

Work with PSL and you’ll be able to drive your business forward with our highly flexible system, delivered by an experienced team focused on creating solutions that exactly meet your needs.

For lending and banking solutions that are proven, contact Richard Pike, Sales & Marketing Director on 07976 561011 or email rp@phoebussoftware.com www.phoebus.co.uk

Primary and Special Servicing

Multi-channel Origination

Residential Mortgages Equity Release Commercial Mortgages Secured Loans Bridging Development Finance

Asset Finance Unsecured Loans Deposits

ponsorship

Green Flag: Premiership Rugby SponsorshipGreen Flag has leveraged its sponsorship of Premiership Rugby to deliver meaningful brand experiences and connections. Through innovative experiential activations and a fun, engaging social-media campaign, the campaign delivered a reach of over 28million and enabled Green Flag, for the first time in its history, to not only steal share of voice, but to steal market share from its major rivals.

Judges’ Comments: Another category where we have witnessed big improvements in the quality of entries. The winner delivered a well-structured, well-articulated, fun and “honest” campaign. Great use of insight and benchmarking measures.

BNY Mellon / Newton Investment Management (AML): Deeper EngagementThe women’s race finally gaining parity with the men’s ensured media attention for the 2015 Oxford & Cambridge Boat Races. BNY Mellon and Newton Investment Management were able to leverage the buzz whilst targeting their more business-oriented audiences. They developed an integrated, content-led campaign to engage their key audiences more deeply with social, online and print advertising, events and PR all driving interested traffic to the purpose-built content hub “Brilliant”. Here, the linkage between business and sport was developed – by the sponsors and by leading names in sport and business. Results were extremely positive.

Coutts: Coutts & Grayson Perry: Who are you? At the National Portrait GalleryCoutts was headline sponsor of the Grayson Perry: Who Are You? display at the National Portrait Gallery from October 2014 to March 2015. A first for all parties, the partnership marked their continued evolution and commitment and expertise within the British creative industries. The sponsorship centred on a series of bespoke events, which were key to transmitting Coutts’ brand values, each carefully devised to target their key stakeholders effectively. Engagement amongst clients, employees, the partners and wider stakeholders was exceptional, with Grayson Perry at the NPG driving a lasting statement of Coutts’ values today.

Standard Life Investments: Ryder CupIn 2014, Standard Life Investments embarked on its first global sponsorship, becoming the first Worldwide Partner in Ryder Cup history. Teamwork and performance excellence are at its core, values that align directly with our brand. As the only Partner permitted to promote an association on both sides of the Atlantic, a fully integrated activation programme was designed to achieve three inter-related strategic objectives: enhance brand awareness, connect with clients and galvanise our people. The 2014 event in Gleneagles exceeded expectations from a commercial, strategic and client engagement perspective, providing a strong platform for the 2016 Ryder Cup in the US.

Yorkshire Building Society (Teamspirit): Grand Depart Sponsorship2014 was huge for Yorkshire Building Society (YBS) with their 150th Anniversary and a rebrand. Sponsoring Le Grand Depart was a means of commemorating this milestone while differentiating the brand within a competitive market. YBS, working with Teamspirit, did more than activate the 3-day sports event, creating a 6-month celebration that spanned the summer. Against demanding targets and built on their strategic pillars (locally famous, people & customer experience) they managed to celebrate their heritage, and engage external stakeholders and colleagues, achieving amazing results.

Commended

Winner

Sponsored by S

J

udges’ Special Award for Best Consumer Insight

udges’ Special Award for Best Contribution to Marketing Learning

Direct Line: The ‘Fixer’ Campaign

Judges’ Comments: This entry identified the largest and most influential consumer research exercise completed by Direct Line to date. It generated insight that challenged both the company and industry assumptions about the attitudes and needs of consumers, resulting in a transformation of the brand proposition.

Aviva (Teamspirit): New Thinking - Unlocking the Sandwich Generation

Judges’ Comments: This campaign included a number of areas that many of us can learn from – from the use of behavioural science for gathering insight, to content as a sign-up incentive. Overall, the success of paid-for and organic social media in this campaign, in relation to traditional paid-for media, should make us challenge the way we plan media campaigns.

J J

Winner Winner

Sponsored by

Sponsored by

Lansons is a full service strategic consultancy specialising incoporate, media and political communications.

It’s our advice and ideas that have lead to successfulcommunications campaigns for our clients over the pasttwenty five years and that’s a result.

AdviceIdeasResults

www.lansons.com | consultancy@lansons.com | +44 (0)20 7490 8828 |

J

udges’ Special Award for Marketing Excellence

Kent Reliance (Teamspirit)

Judges’ Comments: Kent Reliance, along with Teamspirit, delivered two exceptional campaigns, articulated in fantastic award entries. The judges selected them as winners of the Marketing Excellence Award for the quality of the campaigns across both entries. Loaded with data, they delivered real focus and a single-minded approach, and can be seen as the benchmark for future marketing effectiveness campaigns.

Winner

Sponsored by J

ABright 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

gency of the Year

oung Marketer of the Year

The Bio AgencyThe BIO Agency helps solve client’s business problems by helping them take advantage of the digital era, looking at the whole business strategically to see how digital can impact on the organisation and its customers. Over the last 18 months, The BIO Agency worked with some of the leading financial services brands to innovate digitally in their customer solutions. They have created a number customer experiences that are simple, seamless and intuitive.

Sam Gillies, Social Media & Outreach Manager, SunLifeSam’s digital knowledge is remarkable, as is his ability to ‘reverse mentor’ – that is, help senior managers increase their digital understanding to make informed decisions and drive the business forward. He is always moving forward – recently completing Google’s certificate in digital marketing in his own time. He is extremely creative, originating a number of SunLife’s most engaging ideas such as Beard Insurance and the Straightfordable Days of Christmas. He’s always very positive, generous with his time, enthusiastic and a passionate, engaging presenter. He’s keen to really understand the business and develop his marketing knowledge in every area.

Winner Winner

A YSponsored by 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

M

F01_CP_thefsfourmAwardsAd.indd 1 11/11/15 9:27 AM

arketer of the Year M Sponsored by

Mark Evans, Group Marketing Director, Direct Line2015 was year three of the marketing transformation process that Mark has overseen since joining Direct Line Group (DLG) in 2012. As a result of that process, Mark has been the single biggest contributor to the cost saves that Direct Line have made as a business. He has delivered an improvement in average cost per acquisition driven by stronger propositions, stronger advertising, a clearer brand portfolio approach, and improved econometrics and testing. This rejuvenation underpins the turnaround of the Direct Line brand which is so critical to DLG. In order to create an enduring legacy, Mark has put a lot of focus on capability and development whereby “High Performing Team” is one of the 3 core pillars of the overall Marketing strategy. Marketing has increasingly become a leadership function within DLG. In 2013, Mark set a vision for the function to “Find our voice… re-define insurance… again”. Mark Also tries to raise the bar rather than settling merely to beat standard financial services benchmarks. The Direct Line “fixer” campaign has tested in the top 2% of campaigns across all sectors for its impact upon brand consideration as measured by Hall & Partners’ database.

Winner

Marketing Leaders 2015 MAs a new initiative for 2015, and reflecting our overall aim of fostering better and more effective marketing, The Financial Services Forum has extended its established and respected Annual Awards for Marketing Effectiveness with the publication of a new Marketers Leaders List. As with the main awards, we are not identifying the best-known marketers, or those with the biggest budgets or the best-known brands, but those that have shown the most effective use of marketing resources in any context within financial services. The Judges looked at five key areas:1: Marketing Activity Recent notable marketing campaigns, projects or initiatives. What did they achieve? What made them successful? 2: Innovation & Product DevelopmentThe development of products or services in recent years that generate long-term sustainable growth. How do they balance overall corporate objectives and short-term marketing projects? How do they balance the long-term value of innovation in product design and marketing execution with the short-term pressures to deliver immediate profits?3: The Consumer ViewHow are customers and other stakeholders represented in their business and in the development of marketing plans? To what extent are product development and marketing plans truly focused on customers’ real needs? What has made their marketing more customer-focused?4: People & Talent How do they support the marketing talent of tomorrow? 5: The Financial Services IndustryHow do they support the improvement of the financial services sector, personally or through their organisation? What influence does their team have on other teams that interact directly or indirectly with customers?

First placeMark Evans, Group Marketing Director, Direct Line

Second place Keith Moor, Chief Marketing Officer, Santander

Third placeAnnabel Venner, Global Brand Director, Hiscox

MPlaces 4-10 (listed alphabetically by company)David Bower, Marketing Director, Invesco Perpetual and Invesco EMEACatherine Kehoe, Managing Director, Group Brands & Marketing, Lloyds Banking GroupVictoria Wentworth, Brand and Life Marketing Director, LV=Martin Lewis, Executive Chairman, MoneySavingsExpert.comPeter Markey, Chief Marketing Officer, Post OfficeChris Popple, Managing Director, Digital, RBSNigel Gilbert, Chief Marketing & Communications Officer, TSB

Places 11-30 (listed alphabetically by company)Ella Riesco, Brand, Marketing & Design Director, Alliance TrustNeil Costello, Head of Marketing, AvivaKatherine Whitton, Chief Marketing Officer, BarclaycardSara Bennison, Customer Marketing Director, BarclaysScott Stevens, Head of Marketing, Asset Management, EMEA, BNY Investment ManagementAnne-Marie McConnon, Marketing Director, BNY Mellon Asset ManagementAmy Lenander, Chief Marketing Officer, Capital OneIan Hunter, Investment Marketing Director, Hargreaves LansdownRob Page, Global Head of Marketing, HendersonDavid Cooper, Group Marketing & Distribution Director, Just RetirementAmanda Newman, Marketing Director, M&S BankStephen Leonard, Chief Operating Officer – Marketing, NationwideAlun Williams, Assistant Director, Marketing & Communications, NS&IJames Cardew, Global Head of Marketing, SchrodersNuala Walsh, Head of Global Client Relations, Standard Life InvestmentsHannah Squirrell, Marketing Director, Insurance, Tesco BankAlastair Pegg, Marketing Director, The Co-Operative BankKirsten Burt, Executive Director, Head of Marketing, UBS Wealth ManagementPaul Lloyd, Marketing Director, Virgin MoneyMark Antipof, Chief Officer, Sales and Marketing, Visa

arketing Leaders 2015

Corporate partners

The Financial Services Forum

1st Floor, 251 Pentonville Road, London N1 9NG

020 7449 9000

info@thefsforum.co.uk

www.thefsforum.co.uk

@TheFSForum