Full Name: Sam Iles
Job Title & Company: Senior Partner – Global Head of Alpha Agency and Head of North America at Aiviq
Finalist: Brand Agency of the Year
Social: LinkedIn: https://www.linkedin.com/company/agency-alphafmc-com
How does it feel to be shortlisted for the 2026 Financial Promoter Awards USA?
Alpha Agency is incredibly proud to be shortlisted for the 2026 Financial Promoter Awards USA. It’s great recognition of the outstanding effort, talent and specialist expertise of our team.
What does this recognition mean to you, your team, and your organisation?
A big part of our culture is rolling up our sleeves, supporting one another and pooling our creativity. This nomination reflects the dedication of our team to always deliver our best work for clients.
What part of your work are you most proud of?
We are most proud of how the team removes egos and geographical boundaries to get to the best ideas and build on them. No one is protective or precious in how they work – but instead focused on activating and iterating the best ideas – always seeking to delight each client with our brand work – in turn making them ambassadors and supporters of Alpha Agency
What was the biggest challenge you faced, and how did you overcome it?
The biggest challenge was developing a powerful creative brief. It’s too easy to put everything into a brief – which overwhelms the creative team and obfuscates a strong insight or single-minded positioning. To overcome this, you need the time to crystallise thinking, challenge the insights and ensure client collaboration and alignment.
How do you see marketing and communications evolving in financial services over the next few years?
A big theme will be authenticity. AI offers incredible opportunities for efficiency and optimisation, but it’s important not to lose sight of what makes a firm unique. Marketing will play an even more important role in future to make sure that true differentiators are clear and consistent.
If you could give one piece of advice to others entering these awards in the future, what would it be?
Create the space, time and environment for everyone to think – if we tried to 10x this experience, what would it look like and how would it feel?
Are you excited for the gala in June? What are you most looking forward to?
We are so looking forward to the joy of seeing our colleagues, peers and clients at a glamorous evening, celebrating the talent and hard work of everyone in the room!
How do you and your team celebrate success?
Alpha Agency is big on recognising individual and team contributions – we celebrate wins together, both big and small. Our weekly internal emails share success stories, we have a monthly MVP (most valued player!) and our own annual awards recognise team members for their hard work and dedication. We are a team that truly enjoys being together.
Are you a finalist and would like to get involved?
Please email Megan McCabe, Marketing Manager, at megan.mccabe@rhoticmedia.com.