The membership organisation for senior financial executives recognises effectiveness rather than merely awarding good copy or a creative advertisement. Alliance and Leicester won twice, for e-commerce and integrated campaigns, as did Scottish Widows, which won in the public relations and new product, service or innovation categories.

Other winners included Virgin Money for direct marketing, Clydesdale bank for sponsorship campaigns and HBoS for media strategy. Winners of the most effective advertising campaign were National Savings and Investments.

The awards, in their fifth year, aim to create a better understanding of the role and impact of marketing, prove that marketing can be effective, and recognise, promote and reward marketing effectiveness.

Anthony Thomson, chief executive of The Financial Services Forum, said: “This year’s winners represent the large brands and the small, and their work covers everything from small, targeted tactical sales aids to multi-million pound brand advertising. The one thing they all have in common is effectiveness.”