As we celebrate the release of the Financial Promoter Awards UK 2026 shortlist, we’ve received some questions from those who have been shortlisted but do not recall submitting an entry. We wanted to explain how the Editor’s Choice process works, as well as highlight some of the changes introduced for this year’s awards.
What are Editor’s Choice nominations?
The core purpose of the Financial Promoter Awards is recognition. Marketing teams and individuals across financial services play a vital role in shaping how firms communicate, build trust and engage audiences, but their work is not always publicly recognised.
While the majority of entries come directly from individuals, teams and agencies who put themselves forward, we recognise that not everyone has the time, resources or awareness to submit an award entry.
This is where Editor’s Choice nominations come in.
Financial Promoter’s parent company, Rhotic Media, works closely with marketing and communications teams across the financial services sector, providing insight into campaigns, strategies and initiatives taking place across the industry.
Through these relationships, alongside wider market research and editorial coverage, the Financial Promoter team identifies individuals and teams whose work has delivered exceptional results and deserves recognition – even if they have not formally entered themselves.
Editor’s Choice nominations allow us to ensure outstanding achievements do not go unnoticed.
Importantly, Editor’s Choice nominees receive no preferential treatment. All shortlisted entries – whether submitted directly or nominated by the editorial team – go through the same judging process and are assessed independently by our expert judging panel.
Judges do not know whether an entry was self-submitted or nominated through Editor’s Choice. Every finalist is selected based solely on the strength of their work, results and impact.
New categories introduced for 2026
This year, we have introduced changes to several categories to better reflect the breadth and quality of work being delivered across financial services marketing.
Following a record number of entries, the judging panel was presented with an exceptionally strong field of submissions. The standard of work exceeded expectations, with many campaigns demonstrating outstanding creativity, strategic thinking and measurable impact.
To ensure the awards could properly recognise the quality and variety of entries, we expanded some categories – including splitting Content Campaign of the Year and Marketing Campaign of the Year into dedicated Retail, Institutional and Specialist categories.
Previously, these areas were judged together, but the volume and diversity of entries showed that different audiences, objectives and approaches deserved greater recognition.
The judges felt that separating these categories would allow more campaigns to be celebrated and ensure that specialist financial marketing work received the recognition it deserved.
From institutional communications and thought leadership to retail engagement and specialist campaigns, the new structure reflects the increasingly diverse role marketing plays across financial services.
The changes are designed to make the awards more representative, more competitive and ultimately better able to celebrate the breadth of talent across the industry.
Congratulations once again to all our 2026 finalists – we look forward to celebrating your achievements at the Financial Promoter Awards UK Gala on 12 November at the Waldorf Hilton, London.
View the shortlist: 2026 Shortlist – Financial Promoter
Book a table: Attend the 2026 Gala – Financial Promoter