Name: Ian Stirling
Job Title & Company: CEO, Streets Consulting Ltd
Social: LI https://www.linkedin.com/in/ianscottstirling
X @istirling
What attracted you to becoming a judge for the Financial Promoter Awards 2026?
I wanted a front-row seat to the work showing that marketing in financial services is not a support act, but a commercial catalyst that can shape reputation, influence decisions and drive growth. And then help celebrate them.
Why are programmes like the FP awards important for the industry?
They recognise the people expected to work magic with regulatory handcuffs on, turning complex propositions into trust and growth in an increasingly crowded market of new entrants, new asset classes and no shortage of noise.
What excites you most about judging this year’s awards?
I’m keen to see the evidence that business continues beneath the doom and gloom and uncovering the positive results that rarely make the headlines.
To see how firms have navigated market uncertainty, new technology, tighter budgets and shifting client sentiment to keep moving forward.
What separates a good entry from a great entry?
A good entry tells me what happened whilst a great one shows me why it mattered, what changed and why marketing deserves (some of) the credit.
What role does creativity play in financial services marketing?
Creativity in financial services goes far beyond design to me. It is how you navigate regulation, compliance and risk constraints (and budgetary pressure) to express a distinctive idea, earn attention and remain credible and memorable.
If you could give entrants once piece of advice what would it be?
Read the brief – not everything is about the financial outcome. The winner isn’t necessarily the one with the most AUM.
What does the future of financial services marketing look like to you?
A growth engine as important as frontline sales/RMs. The future belongs to financial services marketers who adopt new technology early, understand how to work creatively within evolving regulation, and use data to move from broad audience segments towards almost bespoke engagement (since products as well become increasingly customised), all while staying tightly aligned to the commercial priorities of the business.
Finally, what’s one word you hope describes this year’s winners?
Catalyst.
Are you a judge or a sponsor and would like to get involved?
Please email Megan McCabe, Marketing Manager, at megan.mccabe@rhoticmedia.com.