Thought Leadership Media Campaign - Financial Advice
Winner
AJ Bell for ‘Pension Tax Lock’
The volume of remarkable entries in the Thought Leadership category resulted in the category being split into two awards, recognising entries as either Financial Advice or General Interest campaigns, to best showcase the content and insight of successful press campaigns and industry reports in 2025.
Following a journalist vote, this year’s Thought Leadership Media Campaign – Financial Advice award goes to AJ Bell for the ‘Pension Tax Lock’ campaign.
During the initial shortlisting stage, judges were keen to recognise the campaign’s “real life impact and engagement beyond just the coverage itself”. “This was a really strong campaign that has managed to break through to the mainstream where many others fail,” remarked one judge.
Shortlist:
AJ Bell for ‘Pension Tax Lock’
PensionBee for ‘The 10-day Pension Switch Guarantee’
Quilter & Third City for ‘Financial Imposter Syndrome’
Quilter & Edelman Smithfield for ‘Quilter Retirement Lifestyle Report 2025’
Scottish Friendly for ‘Family Finance Tracker - JISA reform campaign’
Standard Life for ‘Retirement Voice 2025’
The ABI, Pensions UK & Third City for ‘Strengthen Your Pension’