Nicolette Booth, founder of NB Comms Consultancy and a judge for the 2026 FP Awards USA, said this year’s entries demonstrated high levels of creativity, strong storytelling and growing innovation across financial services marketing.
Booth said she was keen to be involved in the awards because they provide an opportunity to recognise businesses and individuals driving excellence and positive change across the industry.
Reflecting on this year’s submissions, she said the overall quality of entries was “extremely high”, with many firms using campaigns to engage audiences in more authentic and relatable ways.
“One of the key themes that stood out was the strong focus on authentic storytelling and audience engagement,” Booth said. “Many businesses were moving away from purely promotional campaigns and instead creating content that felt more interactive, personal and relatable.”
She also pointed to the growing influence of artificial intelligence in financial services marketing, saying AI is becoming an increasingly important tool for improving efficiency, refining messaging and supporting creative processes.
“The most successful brands will be those that combine human creativity and emotional intelligence with AI-driven efficiency,” she said.
Booth advised future entrants to keep submissions clear and straightforward, focusing on the impact of campaigns with strong visuals, case studies and real examples rather than relying heavily on jargon.
She added that industry awards play an important role in sharing ideas and recognising the work of marketing teams across the sector.
“They not only celebrate success but also help strengthen and inspire the industry as a whole,” Booth said.