2021 CATEGORIES


We are delighted to announce the list of categories for 2021.

Below you will be able to read the criteria of each category and start your entry by pressing: Enter Now.

You can enter more than one category - simply log in and add more categories to your basket. You will also be able to edit your entries up until the deadline date by clicking here.

Entry deadline: 23 April 2021

Company/team/project categories:

Best Website

The pandemic has made the website the most important communication tool for businesses in 2021. So what have you done in the last year to make your website more informative, relevant and easy to navigate (UX) and to ensure visitors remain engaged and interested in your proposition? How are you building visitor loyalty and what different content formats have you embraced to help enhance the website experience? Entries to this category will be judged on how the business has used the website to stretch the capabilities of the internet and enhance the business proposition. Entries will succeed if the site stands out from the crowd in terms of its content, design, excellent user experience and engagement with customers. Open to all in the retail, institutional, asset management, and wealth management sectors.

Campaign Innovation

The judges are looking for an outstanding innovation within a marketing campaign for a new launch, existing product or service that accomplished specific marketing objectives in 2020/21. The campaign may be B2B or consumer orientated, or focused on intermediaries or the provider community. We are looking for genuinely innovative ideas and execution either in message, creative approach, or media, as well as demonstrable ROI. The judges will compare entries featuring a single medium against campaigns spanning multimedia. This award is open to all businesses operating in the retail, institutional and asset management and wealth management sectors.

Content Marketing Campaign of the Year - Institutional

Entrants in this category should demonstrate the use of compelling content that has been able to engage the institutional financial services market. The campaign must include content that has helped achieve commercial or other objectives as well as resonating with the target audience. In addition to demonstrating creativity and innovation, submissions should produce evidence (preferably quantifiable) of impact in achieving engagement, return on investment or similar. Please tell us the aim of the campaign, the distribution strategy, and how the results were measured.

Content Marketing Campaign of the Year - Retail

Entrants in this category should demonstrate the use of compelling content that has been able to engage the retail financial services market. The campaign must include content that has helped achieve commercial or other objectives as well as resonating with the target audience. In addition to demonstrating creativity and innovation, submissions should produce evidence (preferably quantifiable) of impact in achieving engagement, return on investment or similar. Please tell us the aim of the campaign, the distribution strategy, and how the results were measured.

Marketing Campaign of the Year

This award is for the best overall multi-channel campaign and can include advertising (print and digital), websites/digital experiences and content. The judges will be looking for evidence of marketing campaigns that helped brand-building, increased fund-flows, and/or customer retention in the 2020/2021 period. This award is open to all businesses operating in the retail and institutional financial services - or agencies working on their behalf - that have undertaken a marketing initiative, targeting retail consumers, intermediaries, or other businesses. The judges will be assessing innovation in the media, brand messaging concepts and the final execution and results. This award is open to all businesses operating in the retail, institutional and asset management and wealth management sectors.

Marketing Team of the Year

This award will judge teams that have made significant strides in promoting the brand they work for through marketing activities, can clearly demonstrate a major contribution to the success of the business they work for, and have shown original thinking in their messaging. Entries should show evidence of how the team has adapted over the past year in terms of communication and innovation of projects to produce outstanding campaigns and results. Judges are also looking for how the team relates to the business overall, how it is structured, the types of people in the team and why they work so well together. This award is open to all businesses operating in the retail, institutional and asset management and wealth management sectors.

Best Use of Market Research – NEW

Marketing research sits at the centre of ensuring you are serving your target customers properly and it has never been more important. This award is for a market research project that has made a considerable impact on a product or business over the past year. Your submission should be able to demonstrate how you collected the data and shared the insights to produce a data-driven content asset or marketing campaign. The use of market research should have made a demonstrable difference in the overall production or promotion/reception of your product or brand. This award is open to all in the retail, institutional and asset management and wealth management sectors.

Best Use of Marketing Technology and Data – NEW

This award is seeking an outstanding entry able to showcase effective use of performance marketing technology and data that was able to enhance your campaign or product to a new level. Entries can include standout use of technology such as programmatic marketing tools, audience data capture, interaction with other channels or data or machine learning to directly inform creatives, and other messaging. Judges will be looking for marketers that have used a single or combination of technologies on a specific campaign or to promote a business brand, with evidence of customer engagement and ROI. This award is open to all businesses operating in the retail, institutional and asset management and wealth management sectors.

Event Innovation Award

The pandemic forced asset managers to radically change their event plans in 2020. With face-to-face off the table, new ways had to be found to communicate with customers in the digital world, many of which were built from scratch. The judges would like to see how this was achieved with new platforms, processes, and marketing approaches. How did you deliver a great customer experience that also helped build the business brand? This award seeks to recognise the company with the most effective approach to virtual, in-person or hybrid events, and the processes behind them. Eligible events include adviser events, events aimed at providers, and events aimed at staff of investment businesses including virtual events. Entries can be a one-off event or an event series. This award is open to all businesses operating in the retail, institutional and asset management and wealth management sectors.

Open Innovation Award – Pandemic Edition – NEW

The sudden adoption of mass-scale remote working has resulted in significant changes in the way we collaborate. This award seeks to recognise those who met the challenges of the last year head on, and who never, as Winston Churchill said, ‘let a good crisis go to waste’. How have you reacted to the pandemic environment not just as a challenge, but as an opportunity? What new product/services/campaigns have been launched as a result, and how did you measure their success? Will your innovations go beyond the pandemic? How do you see them developing? The judges will be looking for entries that have turned negatives into positives, taking into account how the new concept was created, how it was received by the audience and how it translated into positive results. This award is open to all businesses operating in the retail, institutional and asset management and wealth management sectors.

Proposition Development - Asset Management

Have you developed a new proposition - a fund, fund range, or other investment/advice solution - over the last year? For this award, the judges are looking for evidence of innovative thinking behind the new or developed proposition. They want to understand how the proposition made a positive impact on the market, and how it was marketed as such. As the world seeks to ‘build back better’ in 2021 we welcome sustainable, impact and ESG propositions in this category. This award is open to any business operating in the asset management sector for a new launch or development of a product.

Proposition Development - Discretionary Fund Management/Wealth Management

Have you developed a new proposition - a fund, fund range, or other investment/advice solution - over the last year? For this award, the judges are looking for evidence of innovative thinking behind the new or developed proposition. They want to understand how the proposition made a positive impact on the market, and how it was marketed as such. As the world seeks to ‘build back better’ in 2021 we welcome sustainable, impact and ESG propositions in this category. This award is open to any business operating in the discretionary fund management and wealth management sector for a new launch or development of a product.

Community Partner/Sponsorship of the Year

The desire to support communities is stronger than ever this year; whether that be through local endeavours such as food banks; diversity and social initiatives; or through sponsoring cultural, educational, or sporting activities.

If you are showing your support for the community or encouraging excellence through sponsorship programmes, we want to hear from you. Judges will look for evidence that the support or sponsorship genuinely offered something different, with evidence of engagement that helped to create change. They will also look at how well the support or sponsorship met the company's objectives; its overall execution; and its impact in terms of achieving its goals. Entries should relate to support or sponsorship which took place in 2020 or 2021. This award is open to all businesses operating in the retail, institutional and asset management and wealth management sectors.

Thought Leadership Work - Institutional

Thought Leadership is increasingly used as a driver of marketing projects through showcasing the knowledge and expertise of the provider. For this award, focused on the institutional investment industry, the judges will be looking for fresh thinking, effective communication of ideas, and evidence of genuine impact. The thought leadership entry can be published research, papers, blogs, market commentary in an organised series, or an academic paper, and entries can include videos and podcasts. This award is also a chance for academics and their institutions to showcase their work. The thought leadership work should have direct relevance to investments, for example: investment styles, how to achieve investment objectives, themes such as ESG, investment performance, new understanding of investor behaviour, pricing models, governance, or regulation. Content must have been published in 2020 or 2021.

Thought Leadership Work - Retail

Thought Leadership is increasingly used as a driver of marketing projects through showcasing the knowledge and expertise of the provider. For this award, focused on the retail investment industry, the judges will be looking for fresh thinking, effective communication of ideas, and evidence of genuine impact. The thought leadership entry can be published research, papers, blogs, market commentary in an organised series, or an academic paper, and entries can include videos and podcasts. This award is also a chance for academics and their institutions to showcase their work. The thought leadership work should have direct relevance to investments, for example: investment styles, how to achieve investment objectives, themes such as ESG, investment performance, new understanding of investor behaviour, pricing models, governance, or regulation. Content must have been published in 2020 or 2021.

Best Use of Video (including animation) - NEW

The rise of video content has been significant over the past year as the medium becomes a critical way to communicate with audiences ‘face-to-face’. For this award, judges are looking for striking videos that captured the attention of customers and prospects. Entries should include great audio-visual production qualities or stand out for their great storytelling excellence. Entries can also be submitted because they represented a lightning-fast response to the needs of customers in a pandemic. This award includes animated films and embraces both commissioned and in-house projects. This award is open to all businesses operating in the retail, institutional and asset management and wealth management sectors.

Best Podcast - NEW

The judges for this award will be looking for compelling podcasts and podcast series, ideally with some element of innovation in approach, structure, storytelling, use of music or sound, and/or distribution. The judges are looking for podcasts that were relevant and compelling on both a professional and personal basis, and for evidence of successfully capturing the attention of customers. Please provide information on how the podcast was distributed and how you measured success (e.g., through listener data or content that was shared). This award is open to all businesses operating in the retail, institutional and asset management and wealth management sectors

Best Digital Experience - NEW

Content marketing is increasingly a digital exercise with a growing number of formats that are not supported by traditional print or broadcast media. This award is aimed at a widely defined group of digital modes of communication including infographics, interactive experiences, and formats such as eBooks, online guides, and enhanced video and animation content programmes. The entrants may be whole publications such as eBooks, or visualisations within a publication. The award will be based on those experiences that take full advantage of the digital medium, and offer visually appealing and innovative content that genuinely engages the reader. This award is open to all businesses operating in the retail, institutional and asset management and wealth management sectors.

Best Blog or Blog Series - NEW

Blogs are a familiar building block of many content marketing strategies and for this award, judges will be looking for an excellent blog or blog series that has a human element and was able to successfully engage an audience through humour, personal stories, or a professional viewpoint. The blog or blog series should have been used as a form of communication to reach an audience in a more informal way than traditional marketing. The award will be based as much on the quality of the blogging and evidence of audience engagement as on the innovative and human element. The blog series should have run at least in part during 2020. This award is open to all businesses operating in the retail, institutional and asset management and wealth management sectors.

Individual categories:


Nominations are now closed for these categories. All nominees will be contacted shortly and asked to complete a short entry form.

Marketer of the Year

*** Nominate yourself or your colleague *** This award is open to marketers in a junior or executive role within the company. Good marketers act as the lynch pin for their products. To win this award the judges will be looking for a marketer either at a junior or mid-to-senior level position who has demonstrated a genuinely fresh and innovative approach to their role. From building marketing campaigns that use innovative platforms to reach their audience, to making your marketing more intelligent and effective during a challenging year. Judges will be looking for individuals who were able to demonstrate their approach and strategy delivered real results. For the 2021 awards, we are first inviting nominations. Nominated marketers will then be asked to submit an entry form once the entry period closes.


Marketing Leader of the Year

*** Nominate yourself or your colleague *** This award is open to marketers in a senior/heads of role within the company. The judges are looking for marketing leaders who have made a difference to the investment industry over the last year, adding value for customers and providers, growing brands, and working on a series of objectives concurrently – as well as pulling all parts of their team together. For the 2021 awards, we are first inviting nominations. The nominated marketing leaders will then be asked to submit an entry form once the entry period closes.


Content Marketer of the Year – NEW

*** Nominate yourself or your colleague *** This award is looking to honour a visionary content expert that has been able to create or lead a unique content initiative within their organisation and achieved significant success. Judges are looking for an individual that has not been afraid to experiment with new content ideas or creative digital experiences and has been able to produce a content-based product that is genuinely valuable to readers. We are looking for amazing storytellers and visually informative content programmes that achieve core marketing needs but also drive real results. Up to three examples of work(s) should be submitted with your entry. For the 2021 awards, we are first inviting nominations. Nominated marketers will then be asked to submit an entry form once the entry period closes.


Lockdown Legend – NEW

*** Nominate yourself or your colleague *** In a year that has been challenging in so many ways, this award aims to recognise an individual who has been a source of inspiration or support for a marketing team over the past year, or an individual who has creatively adapted their marketing initiatives over the past year to help their business or the wider community. The judges are looking for a pragmatic and strategic individual who has gone the extra mile during lockdown and has understood the importance of good relationships and communications to deliver excellent marketing output, or extraordinary team cohesion during challenging times. How did they help you succeed as a team or individually in 2020/2021? Did they place the team/brand’s success ahead of their own? You can nominate yourself or another marketer. Nominated marketers will then be asked to submit an entry form once the entry period closes.