2022 Awards for Marketing Innovation: The winners

Alex Sword


The Financial Services Forum


David Smith, CEO of Global Futures and Foresight delivered a keynote address.

On 12 July, the Financial Services Forum hosted the 2022 Awards for Marketing Innovation. The awards saw some of the best and brightest in financial services come together for a night of dinner, magic and awards. The winners (with pictures from the night) are below.

You can also download the full set of photos from the Forum’s flickr account here.

Most Innovative Marketing of New Product Launch

Highly Commended: NS&I – Green Savings Bonds

Winner: JP Morgan – JPM Climate Change Solutions Fund


Best Use of Data and Analytics

Winner: Fundamental Media – Outcome Analytics and The Delta Tag – redefining campaign attribution for the post-cookie era


Best Use of Behavioural Science

The Fidelity team celebrates its win.

Highly Commended: Phoenix Group with Cowry ConsultingThe Vulnerable Mindset: Marrying Technology and Behavioural Science to Support Vulnerable Customers at Phoenix Group.”

Winner: FidelityDriving Digital Adoption Through A Behavioural Lens


Best Innovation in the Customer Journey

Highly Commended: abrdn, – Simplifying the abrdn client experience through brand clarity

Winner: WesleyanThe Next Step


Best Use of Marketing Technology

Winner: BNP Paribas Asset Management in partnership with Fiducial communicationsUsing AI to turn advisers into polyglots


Most Innovative Partnership

Highly Commended – Phoenix and Cowry Consulting

Winner – MiPet Cover in partnership with the Healthy Pet Club


Best Innovation in Customer Service

Highly Commended: Coutts 440 App

Winner: Protectline for their implementation of AI and machine learning


Coutts won two awards and a highly commended for the 440 social networking app.

Most Effective Innovation in Diversity and Inclusion

Highly Commended: Financial Services Compensation Scheme Instagram account

Winner: TeamspiritNew solutions for an old challenge


Best Use of a Marketing Channel or Format

Highly Commended: Skipton Building Society

Winner: Coutts440 social networking app


Marketing Education

Winner: Financial Services Compensation Scheme – Instagram account

MediaWorks scooped up a prize for their work with Metro Bank.


Best Creative Leap

MediaWorks with Metro Bank digital transformation of Metro Bank’s paid customer acquisition strategy


Most Effective Innovation in B2B



Most Effective Innovation in B2C

Coutts – 440 app

Cowry Consulting came out on top, picking up the Judges’ Special Award for Innovator of the Year


Innovator of the Year

Cowry Consulting


The Awards for Marketing Effectiveness will take place later this year.


Image copyright: Kevin Moran


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