AWARDS FOR MARKETING EFFECTIVENESS2016

WINNERS & COMMENDED

Jamie Brookes Head of Corporate Affairs, Williams & Glyn

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

Lucian Camp Principal, Lucian Camp Consulting

Leslie de Chernatony Professor of Brand Marketing, Aston Business School

Jet Cooke Head of Marketing - End Investor, Fidelity International

David CowanManaging Director, The Financial Services Forum

Mark EvansGroup Marketing Director, Direct Line

Bill Gilbert Head of International Business Development, Riverside Group

Ian Holmes-LewisSolutions Director, HH Global

Clive KornitzerChief Operating Officer, OneSavings Bank plc

David Lundholm Director, Group Corporate Development, BGL Group

Dev MalleGroup Distribution Director, myhomemove

Peter Markey Director of Brand Communications and Marketing, Aviva

Malcolm Oliver Contributing Author, Argent

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

Alan Thompson Chief Executive, The Haystack Group

Dileas Winslow Former Marketing Communications Director Protection, Legal and General

David WrightSales and Marketing Director, Police Mutual

Stephen Wynne-JonesHead of Marketing, Cofunds Ltd

With thanks to 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.

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

#FSFAwards16

AWARDS FOR MARKETING EFFECTIVENESS2016

Commended

WinnerSponsored by

Advertising

Direct Line: Guaranteed Hire CarIn 2015 Direct Line launched a disruptive policy proposition: Guaranteed Hire Car, as standard. To ensure this offering grabbed consumers’ attention, a multi-channel advertising campaign was implemented to inform the wider audience of the benefits, and the uniqueness, of this revolutionary proposition. With a methodology designed to educate and engage customers through playful and humorous content, Direct Line continues to increase its customer base, stealing back its share of a market now dominated by price comparison websites. By providing further hassle-free solutions, Direct Line reinforces its identity as the ‘fixers’ of the insurance market – a point confirmed by this campaign’s dramatic impact on sales.

Nutmeg Savings and Investment (AMV BBDO): No Nonsense Investing In Tax Year End 2016, Nutmeg ran its first major advertising campaign. During the “worst ISA season on record” and on a tight budget, they achieved; a 54% increase in new customer numbers in comparison to TYE 2015; a 27% increase in brand awareness; a 28% reduction in CPA. Despite being one of the newer and smaller competitors in the Stocks & Shares ISA market, between March – TYE, Nutmeg won 15% of all UK net ISA flows, up from 3.13% in 2015. This in an ISA season which saw some established competitors experience an 18% drop in ISA inflows.

Aviva (adam&eveDDB): Good Thinking – Helping Make Britain’s Roads Safer Aviva can trace its history in the UK back to 1696, but in contrast to its longstanding heritage, a focus on short-term value messaging was threatening the bottom line. A value-led race to the bottom, driven by price comparison websites, was threatening to strip brands of the equity they’d cultivated over decades, and with it, their future profitability. In response Aviva radically changed their approach, evolving the brand to stand for a higher social purpose that drove a more emotional connection with consumers.

Finance is differentCognito is delighted to sponsor

The Financial Services Forum

Marketing Effectiveness Awardfor Content Marketing

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Integrated Communications & Marketing Agency

Commended

WinnerSponsored by

Henderson Global Investors: Reaping the Dividends of SuccessIn 2015, Henderson set themselves a wholly unreasonable goal. That of becoming ‘famous for income’ among investment professionals and influencers – globally. Unreasonable as they just weren’t known for income among fund selectors. Yet the business opportunity was worth £billions. As the result of extensive multi-media analysis, a unique, Henderson content property was created. An innovative integrated communications plan was devised – to engage investment professionals and the media. Influence and engagement among audiences reached exceptional levels.

Standard Life Investments: European Insurance Survey In response to serious challenges facing the insurance industry, Standard Life Investments embarked on an innovative research project unprecedented in its Europe-wide approach. This involved interviewing around 60 CIOs representing 30% of European insurance assets. The resulting European Insurance Survey comprehensively captured and framed critical issues affecting the industry. Given their widespread implications, Standard Life Investments was able to successfully market the research findings and generate unprecedented levels of media/industry interest. Furthermore, the report opened doors across Europe, with nearly 300 meeting requests from insurers. This generated sales opportunities worth £3.3 billion and since September 2015, Standard Life Investments has won new insurance assets worth an impressive £1.5 billion.

Content Marketing

9 OUT OF 10 CX* WOULD PREFER TO

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Lexden’s methods mean that everyone profits: customers, colleagues and your company.

TO BUILD ROI FROM CX, WE GIVE YOU:

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CONGRATULATIONS TO ALL THE WINNERS FROM LEXDEN CUSTOMER EXPERIENCE CONSULTANTS TO FIND OUT ABOUT BUILDING ROI FROM CUSTOMER EXPERIENCE, GET IN TOUCH.

CHRISTOPHERBROOKS@LEXDENGROUP.COM | @LEXDENGROUP | LEXDENGROUP.COM

SPECIALISTS IN FINANCIAL SERVICES. CLIENTS INCLUDE:

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Sponsored by

Commended

Winner

Direct Line Group: Making Insurance Much Easier for CustomersDirect Line Group believe that an excellent customer experience doesn’t depend on a single element, but on the sum of all the carefully designed parts. Therefore, they followed an integrated and comprehensive approach to develop a customer strategy that aligned the full business behind a single customer mission – from Board to frontline level – in order to deliver an outstanding customer experience to their customers.

Lloyds Banking Group (M Worldwide): Lloyds Clapham Junction – Transformational Brand ExperienceFor Lloyds Bank branches to be relevant, it was clear that the proposition had to evolve. A new site in Clapham Junction was the impetus to work with M Worldwide to create a new customer experience and design concept. Its success was way beyond the bank’s expectations – testament to the branch effectiveness in terms of service levels, design, and overall experience. Customers are getting the personalised service that addresses their needs, and the branch is out-performing the rest of the network on all service measures internal and external. Lloyds Clapham Junction is now the benchmark for any new branch initiatives, whether physical or interactive.

Customer Experience9 OUT OF 10 CX* WOULD PREFER TO

BE WITH LEXDEN

*90% of Customer Experience Programmes don’t fulfill their true potential for ROI.**

Lexden’s methods mean that everyone profits: customers, colleagues and your company.

TO BUILD ROI FROM CX, WE GIVE YOU:

1. Accountable CX Measurement2. Effective CX Strategy

3. Memorable CX Activation

CONGRATULATIONS TO ALL THE WINNERS FROM LEXDEN CUSTOMER EXPERIENCE CONSULTANTS TO FIND OUT ABOUT BUILDING ROI FROM CUSTOMER EXPERIENCE, GET IN TOUCH.

CHRISTOPHERBROOKS@LEXDENGROUP.COM | @LEXDENGROUP | LEXDENGROUP.COM

SPECIALISTS IN FINANCIAL SERVICES. CLIENTS INCLUDE:

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Winner

Commended

Sponsored by

Direct Line Group: Making Insurance Much Easier for CustomersDirect Line Group believe that an excellent customer experience doesn’t depend on a single element, but on the sum of all the carefully designed parts. Therefore, they followed an integrated and comprehensive approach to develop a customer strategy that aligned the full business behind a single customer mission – from Board to frontline level – in order to deliver an outstanding customer experience to their customers.

BNY Mellon Investment Management EMEA: BNY Mellon and Newton Boat Races By donating their title sponsorship to Cancer Reasearch UK, BNY Mellon did something extraordinary and brave. Never has a corporate sponsor donated their sponsorship assets to a charity. The success of this CSR campaign is evident across the business – clients and employees have been particularly touched by the generosity of the company’s donation. BNY Mellon and Newton just hope others follow their landmark idea.

Corporate Social Responsibility

Customer Loyalty & Retention

Winner

Police Mutual: Sponsoring the Police Bravery Awards In 2015, Police Mutual spent £150,000 on sole sponsorship of the Police Bravery Awards. The Police Federation of England and Wales is the event’s owner and the driving force behind the Bravery calendar. As an affinity-based financial mutual, this sponsorship positioned Police Mutual as a trusted member of the Police family, sending a clear message to their members and the Service that they understand the challenges they face every day. The objectives were to increase awareness of the brand through the sponsorship of the event and provide positive insight into the world of Policing.

Police Mutual is proud to sponsor the Police Bravery Awards

#PoliceBravery

policemutual.co.uk/bravo

Bravoto all nominees

Police Mutual Assurance Society Limited is an incorporated friendly society. Registered office: Alexandra House, Queen Street, Lichfield, Staffordshire WS13 6QS.

Sponsorship

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Commended

WinnerSponsored by

Henderson Global Investors (Teamspirit): Henderson Global Dividend IndexWith interest rates at rock bottom, Henderson Global Investors faced a fundamental challenge: how to achieve cut-through and effectively communicate with clients who were struggling to make an income on savings, and how to become ‘famous for income’ amongst investment professionals and influencers across the globe. The opportunity was huge, as there had never been any comprehensive research on how companies around the world are providing an income for investors of all kinds. Teamspirit devised the Henderson Global Dividend Index, the first report of its kind and one which could enable the marketing team to transform how it communicated. Thanks to a hugely successful integrated communications plan, the report is now Henderson’s single most successful marketing and PR initiative.

Lloyds Banking Group (Optimise Media): Credit Card Division In 2015 Lloyds Banking Group Credit Cards implemented a bold marketing strategy, challenging every credit card vertical with products that continuously evolved to meet the needs of customers and address challenges from competitors. Despite a back drop of regulations and LBG’s cautious interpretation of compliance, in 2015 Optimise strategy delivered over 50 product changes including 33 new products, achieving large scale growth. This resulted in LBG cards achieving unprecedented levels of success, including record breaking sales figures exceeding target by 18%.

Easypaisa (Telenor): Black Friday Campaign Easypaisa is Pakistan’s first and largest branchless banking solution, launched jointly by Tameer Microfinance Bank and Telenor in 2009. Easypaisa has the largest product portfolio of services including mobile wallet, money transfer, payments, savings and insurance. Easypaisa Accounts’ convenience and accessibility have made it one of the most popular bank accounts in Pakistan. In many rural areas, it continues to be the only banking option available. Being the industry leader, it is constantly coming up with new financial solutions. In May 2015, Easypaisa launched Easypay, Pakistan’s first online payment solution in anticipation of upcoming market trends.

Digital Marketing

WinnerSponsored by

SunLife: Your Pet NoseSunLife’s most insightful, imaginative – and smelly – direct marketing campaign ever. Because if SunLife couldn’t persuade someone to take out our pet insurance, perhaps their pet could. So, when someone enquired about pet insurance online (but didn’t buy), SunLife sent them a mailing impregnated with a smell guaranteed to get their cat or dog excited by it – picking it up, rubbing against it, playing with it – to get their owner interested too. And SunLife digitally-printed the pack with the pet’s name and gender, for a really personal, engaging experience.

Commended

LV= (CACI): Data is Key. Customer is KingTo deliver a step-change in performance, LV= put customer insight at the heart of all marketing activity. Seeking to engage with customers in a more effective way; internal LV= data was combined with CACI variables to create a data visualisation tool which transformed complex insight into a simple, easily digestible format. With their hands on quantifiable insight, LV= marketers were able to deliver direct mail campaigns that would drastically exceed targets in the 50+ insurance market. After being trialled successfully from November 2014, this tool now supports all marketing initiatives and is delivering substantial uplift across all direct marketing campaigns.

Direct Marketing

Commended

WinnerSponsored by

Aviva Investors: Aims Target Income FundThe AIMS Target Income campaign harnessed customer insight, competitor analysis, intelligent media planning and high impact creative to deliver a fully integrated campaign for an innovative new fund that provided an answer to a conundrum facing today’s investor – how do they ensure they have the level of income they need to see them all the way through their retirement in the persistently volatile, low growth, low interest rate environment in which we continue to find ourselves? The results speak for themselves. Advertising effectiveness, impact and recall scores, engagement levels and bottom line sales all demonstrate exceptional performance for a new category fund with <1 year track record.

Henderson Global Investors: Reaping the Dividends of Success In 2015, Henderson set themselves a wholly unreasonable goal. That of becoming ‘famous for income’ among investment professionals and influencers – globally. Unreasonable as they just weren’t known for income among fund selectors. Yet the business opportunity was worth billions. As the result of extensive multi-media analysis, a unique, Henderson content property was created. An innovative integrated communications plan was devised to engage investment professionals and the media. Influence and engagement among audiences reached exceptional levels - even the French Minister of Finance rang Henderson personally as a result.

Kent Reliance for Intermediaries (Teamspirit): Spotting - and Filling - the Mortgage Gap In 2015, Kent Reliance for Intermediaries (KRFI), the specialist mortgage provider, spotted a lucrative gap in the £27bn Buy-to-Let market. The challenge was, however, vast, as they had little penetration in a market dominated by established, big-spending competitors. Research revealed unfulfilled broker needs, a crowded media landscape – and broker confusion. An innovative integrated communications solution was devised with innovative, added value content at its heart. Results exceeded all hopes, targets and expectations. Awareness and engagement levels went through the roof. An amazing 7,200 specialist Buy-to-Let applications were delivered, new jobs created – and the parent company’s share price doubled in value.

Integrated B2B Campaign

Sponsored by

Commended

Winner

Aviva (adam&eveDDB): Good Thinking – Helping Make Britain’s Roads Safer Aviva can trace its history in the UK back to 1696, but in contrast to its longstanding heritage, a focus on short-term value messaging was threatening the bottom line. A value-led race to the bottom, driven by price comparison websites was threatening to strip brands of the equity they’d cultivated over decades, and with it, their future profitability. In response Aviva radically changed their approach, evolving the brand to stand for a higher social purpose that drove a more emotional connection with consumers.

Direct Line: Guaranteed Hire Car Finding its once-revolutionary ‘come direct’ proposition drowning in a sea of competitive, convenient price comparison websites, Direct Line’s customers were voting with their feet and revenue was suffering as a consequence. The insurer repositioned itself as a ‘Fixer’ – offering products that lived up to its new proposition as a problem-solver within the market. Embarking upon an integrated guaranteed hire car campaign after research indicated that a replacement hire car proposal would be a key differentiator, the insurer was able to achieve multi-channel success and ultimately contribute towards a reverse in revenue decline.

Police Mutual: Force for Good Police Mutual launched Force for Good in September 2015 to give Police Officers, staff and their families the opportunity to bid for sponsorship funding to help them make a tangible difference in their communities. Out of an initial pot of £50,000, Police Mutual supported over 150 local good causes and projects nominated by the Police family. The activity helped demonstrate the value of mutuality to their members, customers and senior Police stakeholders, generated a wealth of positive PR and also served as a powerful example of Police Mutual’s refreshed brand purpose.

Integrated Consumer Campaign

Commended

Winner

SunLife: The Adventure Continues The Adventure Continues was SunLife’s biggest, boldest internal comms campaign ever, to create a ‘collaborative, creative, courageous’ culture. SunLife had changed so much, so fast. The last 18 months had been exciting – but could also be very disorienting. So they undertook an internal communications campaign to launch a clear culture, getting staff to define would what it should feel like to be a ‘Lifer’ and culminating in a ‘Push for the Summit’ conference. Staff positivity has climbed to record levels and the last six months have been their most successful in the last five years.

Lloyds Banking Group (Oakley Wilkinson Bryan): Creativity Celebrated In 2015 Lloyds Banking Group launched The Thoroughbreds – an inaugural awards showcase and ceremony celebrating the most innovative Marketing Communications projects from across the Group. Queue a raft of internal communications, from launch campaign, bespoke website and on-going promotion to awards night collateral – all created by OWB Creative Communications.

Internal Communications

WinnerSponsored by

Idea Bank SA: Ideas Bank’s Mobile ATM FleetThe Mobile ATM service enables Idea Bank’s clients, mostly SME owners, to summon an ATM laden vehicle via a smartphone. Fee-free and commission-free, the service is perfectly suited for Polish entrepreneurs, most of whom still prefer cash to other methods of payment and mostly deliver their income to the bank personally.

Commended

ClearScore: ClearScore In summer 2015, ClearScore launched the UK’s first ever service giving people completely free access to their credit report and credit score as often as they like, together with a guarantee that the service will remain free for life. ClearScore has become the UK’s no.1 free credit score company in less than one year by attracting two million customers, changing the way Brits think about and interact with their credit score and by building a trusted brand.

MetLife (Teamspirit): Guaranteeing a Brave New WorldThe onset of Pension Freedoms sparked one of the biggest revolutions in UK retirement history. Unlike the majority of providers who simply repackaged existing solutions – or created product boltons – MetLife pursued an insight driven approach backed up by extensive adviser and customer research that drove an innovative integrated product redesign and marketing campaign, primarily targeting Financial Advisers – its core distribution partners. Implementing a five-stage integrated strategy that contrasted with competitors’ passive approach to the changes, MetLife delivered product and marketing innovations that helped advisers support new – and clearly defined – customer needs. Such was its appeal that the campaign to promote it beat all targets and established them as a leading at retirement innovator.

LV= (Moreish Marketing): Business Protection LaunchBusiness Protection is a type of insurance sold via financial advisers that can safeguard a firm’s financial future. 40% of small and medium sized businesses that don’t have protection would close within a year if a key person died or became seriously ill. Despite this, only 11% of SMEs are insured. LV= launched their Business Protection proposition in 2015 to tap into this under-insurance. The strategy was to: a) appeal to advisers already selling Business Protection b) encourage more advisers to consider selling Business Protection. The sales and marketing teams collaborated to execute a highly creative and segmented launch, resulting in the first year sales target being smashed by 208%.

New Product, Service or Innovation

Commended

Winner

SunLife: Courtesy PetSeen by over 3 million people in 24 hours, this was SunLife’s best-ever PR day. The idea: car insurance often offers a courtesy car while yours is in for repair. So… what if their pet insurance became the first in the UK to include a Courtesy Pet service, for people whose pets have to spend time at the vets? The Courtesy Pet launch video was viewed more than 530,000 times in 24 hours. SunLife got comprehensive coverage in national press, national radio, financial press and all over social media, with a campaign ROI of 7:1. And all on April 1st.

Direct Line: A Storming SuccessDuring a time of devastation, Direct Line’s in-house PR team was fast, visible, and put customers at the heart of every decision. No other insurer was as quick to respond to the floods, as visible or did more for their customers. Everyone worked together, led by the PR team, from field force to social media, supply chain to marketing. Direct Line’s strength is speed and accuracy of response, as well as having energetic, knowledgeable and passionate people. This resulted in a positive response from the media, customers, the ABI and even royalty.

Henderson Global Investors (Teamspirit): Henderson Global Dividend IndexWith interest rates at rock bottom, Henderson Global Investors faced a fundamental challenge: how to communicate with clients who were struggling to make an income on savings, and how to become ‘famous for income’ amongst investment professionals and influencers across the globe. The opportunity was huge, as there had never been any comprehensive research on how companies around the world are providing an income for investors of all kinds. Teamspirit devised the Henderson Global Dividend Index, the first report of its kind. Not only has this transformed Henderson’s media profile, but this has been so significant that the PR campaign has become Henderson’s most successful marketing initiative, with dedicated visual, digital and creative content created.

Public Relations

Commended

Winner

The Co-operative Bank: It’s Good to be DifferentThe Everyday Rewards campaign was designed to exemplify the core message: “It’s good to be different”. The integrated campaign’s standalone social element had to influence three specific audience profiles to consider the Bank, while increasing positive sentiment overall. Fantastic video-led content, granular targeting and responsive optimisation meant the campaign achieved over 37 million impressions on Facebook alone, increasing followership by almost 30% in the process. This, along with a considerable boost in positive sentiment, proved that an effective social strategy can increase non-customer consideration and make audiences more inclined to engage.

SunLife: Courtesy PetSunLife has become the most engaged-with financial services brand on social media in the UK, and Courtesy Pet was their most successful social media campaign. The idea: car insurance often includes a courtesy car. So, what if pet insurance included a courtesy pet, for people whose pets have to spend time at the vets? On April 1st, our Courtesy Pet campaign reached 3 million people, the video was viewed more than 530,000 times on social channels (in 24 hours) and drove over 12,000 shares, likes and comments.

Direct Line: #DirectfixIt’s no mean feat to deliver a social media strategy that simultaneously provides an ongoing campaign which continually reinforces the brand message on a one-to-one level, and bursts of specialised activity for wide-reaching fame. Yet insurer Direct Line delivered, with astounding results: the first-ever insurance brand to trend on Twitter; a 10% average engagement rate for key campaign #directfix – smashing financial services norms; Ranked number one best business on Twitter by Business Review Europe; a reversal of the company’s commercial performance.

Social Media

Winner

Winner

Idea BankIdea Bank research found that 80% of Polish SME owners deliver their income to the bank (or a stationary CDM) in person, and every third accepts only cash transactions (the other two thirds use cash along with other kinds of transactions). As a result, some entrepreneurs waste over an hour daily on money management. Almost 40% perform their transportation duties after dark, while others prefer to transport their income during the day – this option is certainly safer, but it still consumes time that could be otherwise spent on business development. Regardless of the time and method of the delivery, the very activity generates costs. The judges were impressed with the clear insight and how it drove the strategy to develop a new innovative customer service.

ClearScoreClearScore launched the UK’s first ever service giving people completely free access to their credit report, together with a guarantee that the service will remain free for life. Previously, the market was dominated by three long-established credit referencing agencies – all of which were focussed on their business clients rather than consumers. The typical business model involved one-off fees or monthly subscriptions. ClearScore changed all that. The judges rewarded the learnings taken from their challenger brand spirit – ultimately attract customers, changing behaviour and building a trusted brand.

Sponsored by

Sponsored by

Judges’ Special Award for Consumer Insight

Judges’ Special Award for Marketing Learning

Bradley GamageDirector | Financial Services

Email: bgamage@sapient.comMobile: 07771927450

At Sapient, we’re here to help you make sense of how you connect your brand to your customers in a meaningful and enduring way. We believe that true customer centricity lies at the heart of what makes brands successful in today’s interconnected world. And we understand how to enable data and technology to make the complex simple – both for your customers and for your people. To learn more about how we’re transforming some of the UK’s leading financial service companies and how we can help you, please get in touch.

“Customers no longer compare your offerings only with those of your direct rivals; their experiences with Apple or Amazon or ESPN are the new standard.”The Evolution of the CMO McKinsey 2016

SAPIENT_FS_FORUM_AD_2016_002.indd 1 10/11/2016 16:22

Winner

Direct Line GroupDirect Line Group delivered a number of exceptional campaigns, articulated in some outstanding Award entries. In recognition of the quality of these entries, the judges selected Direct Line for the Marketing Excellence Award. With a clear focus on the issues facing the business, numerous metrics and measurements, and outstanding marketing and business results, these entries set the benchmark for excellence in 2016.

Sponsored by

Winner

Saatchi and SaatchiSaatchi and Saatchi believe that Nothing is Impossible if you have enough ambition, audacity and tenacity. It’s a philosophy they believe is essential for financial services, where technology, cultural change, and a strong regulatory environment demand fresh and innovative approaches to marketing.

They bring that philosophy to their work in the financial services sector: for HSBC across their wealth management and sponsorship portfolio, including the launch of Jade, their new super-premium offering; and for Visa, in their work to support the payment platform in the face of significant disruption of the payments ecosystem.

But the Nothing is Impossible spirit is most in evidence in their work for Direct Line and the 2014 re-launch they engineered with Direct Line Group. Dubbed the third revolution in insurance, their task was to turn the tide on the decline of Direct Line and the direct insurance sector.

They delivered a new way of thinking about the brand – as high performance insurance that fixes things and puts them right when you need it – and a new way of presenting the brand, using the world’s most unlikely insurance spokesman – Mr Wolf from Tarantino’s Pulp Fiction.

Sponsored by

Judges’ Special Award for Marketing Excellence

Agency of the Year

WinnerSponsored by

Lucy Hawkins Content Marketing Manager, SunLifeHer content marketing role has a number of challenging objectives – improving SEO, driving site traffic, getting PR and increasing brand consideration. Over the last 18 months Lucy has:

• Increased content marketing video views by over 500%• Increased SEO ranking for key words from page 2 of Google

to the top of page 1• Given SunLife record PR coverage worth over £2million in

Advertising Value Equivalence• Increased social engagement by almost 400%, making

SunLife one of the UK’s most socially-engaged financial services brands

• Created content which has driven over 1.6 million unique visitors to the SunLife website

• Presented in front of MPs at the Houses of Parliament• Been quoted in the national press• Helped SunLife win a Money Marketing, PR Week and

Financial Services Forum AwardA dedicated, enthusiastic, collaborative and creative winner.

Young Marketer of the Year

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

WinnerSponsored by

Sara Bennison Chief Marketing Officer, Nationwide Sara joined Nationwide in March 2016. She previously spent 7 years at Barclays in a number of marketing roles, finally as Chief Marketing Officer for the Personal and Corporate Bank globally. Before Barclays, Sara worked at BT but the majority of her career has been spent in advertising agencies in the UK and Asia, working across a variety of sectors and geographies.

As Chief Marketing Officer, Sara is taking responsibility for developing and executing brand strategy, marketing, citizenship and communication across all audiences and channels.

Sara serves on a number of industry bodies, including the General Media Panel for the ASA, ISBA and Facebook’s UK Advisory Council.

Marketer of the Year

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

Places 4-10 (listed alphabetically by company)Lindsay Forster, UK&I Customer Marketing Director, AvivaAlastair Pegg, Marketing Director, The Co-Operative BankMark Evans, Group Marketing Director, Direct LineAnnabel Venner, Global Brand Director, HiscoxKeith Moor, Chief Marketing Officer, SantanderNuala Walsh, Head of Global Client Relations, Standard Life InvestmentsIan Atkinson, Head of Brand, Communications and PR, SunLife

Places 11-60 (listed alphabetically by company)David Radford, Brand Director , AllianzLisa Wood, Chief Marketing Officer, Atom BankPeter Markey, Chief Marketing Officer, AvivaIsla Mackenzie, Global Head of Marketing and External Communications, Aviva InvestorsAlasdair Stewart, Marketing and Communications Director, AXA Insurance Katherine Whitton, Chief Marketing Officer, Barclaycard Michael Evans, Global Head of Marketing, Baring Asset ManagementIan Forrest, EMEA GMC Chief Marketing Officer, BlackrockAnne-Marie McConnon, Marketing Director, BNY Mellon Asset ManagementGhislaine Perry, Marketing Director, Brooks MacdonaldAlan Walsh, Head of Marketing, BudAmy Lenander, Chief Marketing Officer, Capital OneMark Vile, Marketing Director, comparethemarket.comMartin Brown, Managing Partner, Continuum Financial Services James Harris, Head of UK Retail Marketing, Fidelity Worldwide InvestmentZoe Burns-Shore, Head of Marketing, First DirectLynn Mah, Head of Sales Marketing, GAMNicholas Hall, Head of Marketing, GoCompare

Marketing Leaders 2016

WinnerSara Bennison Chief Marketing Officer, Nationwide

Second place Catherine Kehoe MD – Group Brands & Marketing, Lloyds Banking Group

Third placeNigel Gilbert Chief Marketing & Communications Officer, TSB

Reflecting our overall aim of fostering better and more effective marketing, The Financial Services Forum extended its established and respected Annual Awards for Marketing Effectiveness with the publication of a 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?

Kate Stokes, Executive Director, Marketing, Goldman SachsIan Hunter, Investment Marketing Director, Hargreaves LansdowneRob Page, Global Head of Marketing, HendersonChris Clark, Group Head of Marketing and Customer Experience, HSBC David Bower, Head of Marketing, Invesco PerpetualSarah McLeland, Head of Marketing, Investec Asset ManagementAidan Lisser, Chief Marketing Officer, Investec Wealth & InvestmentOliver Stracey, Executive Director, EMEA Institutional Marketing, JPMorganRegula Stricker, Head of Marketing Continental Europe, Jupiter Asset ManagementDavid Cooper, Group Marketing & Distribution Director, Just RetirementPaula Llewellyn, Insurance Marketing Director, Legal & GeneralLucy Donaldson, Head, Customer Experience, Lloyds Banking GroupAntonia Bennett, Head of Capability & Culture, Lloyds Banking GroupJacqui Haskins, Marketing Director, M&GAmanda Newman, Head of Marketing, M&SPaul Trueman, Head of Marketing, UK and Ireland, MastercardMartin Lewis, Founder and Editor, MoneySavingExpert.comSteven Barbour, Chief Marketing Officer, Pictet GroupDavid Wheldon, Chief Marketing Officer, RBSChris Popple, Managing Director, Digital, RBSTracy Watt, Head of Marketing and Communications, Royal London AMDominic Grounsell, Marketing Director , RSAJames Cardew, Global Head of Marketing, SchrodersStephen Ingledew, former Managing Director, Marketing, Standard LifeRichard Parker, Global Head of Marketing, State Street Global AdvisorsHannah Squirrell, former Marketing Director, Insurance, Tesco BankKirsten Burt, Executive Director, Head of Marketing, UBS Wealth ManagementPaul Lloyd, Marketing Director , Virgin MoneyMark Antipof, Chief Officer, Sales and Marketing, VisaSally Allan, Chief Marketing Officer , Wealthify / ActiveQuoteNiki Gifford, Head of Marketing, Weatherbys BankRichard Pash, Director of Marketing, Zurich

Marketing Leaders 2016

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