This award recognises the best advertisement in the business press. Another intensely competitive category, the three shortlisted agencies stood out from 57 entrants for their ability to understand the IFA's relationship with his client. Judges looked for advertisements that stood out in a crowded marketplace and made the intermediary feel the provider was creating business for them. This year's entrants dealt with IFA's concerns about how to sell financial services in difficult market conditions.
Winner: Masius – Forsyth Partners – Apocalypse no
Apocalypse no won over the judging panel with its simple message that stared the market squarely in the face. Masius created the powerful image to counter the doom and gloom in the markets with a bullish message for Forsyth's Diversity fund.
Second: Rapier -AXA – Bear Trap
Third: Publicis – Fidelity Investments – Stars and stripes