APPENDIX 1Winning Entries from the Financial Services Forum Marketing Effectiveness Awards

In our chapter on marketing measurement (Chapter 19), we draw extensively on the experience of managing and judging the Financial Services Forum Marketing Effectiveness Awards, which over the past 16 years have established an important role as the only awards scheme of their kind.

We suggest in the chapter that the structure which entries are required to follow can act as a template to ensure good marketing planning and measurement in firms' day-to-day activities. The sequence of seven headings – listed and explained on page 235 – call for clear and focused thinking on the issue to be addressed, the strategy to address it and the measures put in place to assess the results.

In this appendix, we expand on this thinking by including three papers that won awards in the past couple of years. Each has been slightly edited to remove commercially sensitive information, but even so – within the 1,000-word limit imposed by the scheme – they all stand as good examples of well-planned, well-implemented and well-measured marketing activities – and, of course, even more importantly, activities that achieved excellent results against their objectives.