The prestigious trophy for Thought Leadership Media Campaign will be awarded to the financial services company/organisation who produced the most outstanding and thought-provoking press campaign during 2025.

Your press campaign might have been a one-off, or part of an ongoing initiative, but with tangible evidence of activity during the calendar year 2025. Campaigns may have featured survey/research work, a white paper, or other thought leadership insights/content concerned with a particular aspect of the UK’s financial services landscape.

Following an initial round of judging and shortlisting, the winner will be decided exclusively by votes from financial journalists, showcasing the winning company as a provider of ground-breaking industry reports.

Judges will be looking for entries which had clear objectives and evidence of engagement.

Successful entries will be those which caught the attention of financial journalists and which ultimately enjoyed coverage within the UK’s financial consumer press (print, broadcast, digital or a combination).

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You'll need to submit:

• A short supporting statement (maximum 300 words) explaining why your initiative should be considered for this award and why your submission deserves to win
• A 50-word summary of your entry, for use on the Awards website during the journalist vote (should your entry be shortlisted)
• An image to represent your initiative for use in relevant Awards collateral, and on the night at the Headlinemoney Awards ceremony itself
• A maximum of three attachments to support your entry (optional)

Judges refer extensively to supporting statements during their deliberations, so be sure to include:

• A summary of your campaign's objectives, implementation and why it should win
• Results/evidence of engagement /coverage from the financial press
• Details on the success of stories produced for journalists around the campaign
• Any new strategies adopted to increase coverage of your thought leadership initiative
• Links to supporting documents, data, etc to back up your entry

Past winners:

• 2025 AJ Bell for AJ Bell Money Matters
• 2024 AJ Bell for One ISA - Simplifying ISAs for consumers and encouraging saving
• 2023 Hargreaves Lansdown for HL Savings & Resilience Barometer
• 2022 Fidelity International with Teamspirit for Global Women & Money Study - breaking down financial barriers around the world
• 2021 Aviva for Fraud Prevention Campaign
• 2020 PLSA for Living Standards

Closing dates:
PR awards: Entries will close at 11:55pm on Friday 30 January 2026

Please note, entries will not be accepted after the entry deadlines due to a limited judging timeframe.

Judging & shortlists

Entries in each category will be scrutinised by a panel of financial journalist judges. Judges will determine the shortlists, followed by by a journalist vote to select the winners.

Winners

The winners will be revealed at London Hilton on Park Lane on Tuesday 23 June 2026, in a celebration widely acknowledged as the biggest night of the year for the UK’s money media.

Entry enquiries:
Claire Beard, Head of Content & Strategy, Headlinemoney on claire.desilva@headlinemoney.co.uk