Firefish wins MRS Financial Services Award 2023

FIREFISH – 4 December 2023

Source https://www.firefishgroup.com/article/winners-financial-services-mrs-awards-2023

We are delighted to be winners of the MRS Financial Services Award 2023. 

It was awarded for a great project that we partnered with Barclays on around the Cost of Living Crisis, The win put the cherry on top of a great night, and a great year, that also saw us win the ESOMAR Research Effectiveness Award!

You can read a little about the project below and we hope our winning streak continues as we partner on the most interesting strategic brand and business challenges with all of our clients.

From Crisis to Confidence: how Barclays Made Money Work for Customers

From Land’s End to Lossiemouth, the Cost of Living Crisis had a significant and speedy impact on people’s lives. Barclays’ timely brand promise is to help people feel better about money. They commissioned research with Firefish to ensure strong focus on what was most important to customers when navigating this unprecedented situation.

Specifically, Barclays required insight on what products and services to offer and how to communicate about them. Our in-depth, phased approach (digital qualitative, depths and online groups) generated rich colour, context and authenticity. As a team, we collaborated flexibly in partnership with Barclays and their product and marketing teams, crucial when decision-making is live and dynamic.

Impact from the research has been felt across Barclays. An abundance of quick wins for customers has already been delivered. A new audience framework around financial resilience has fuelled strategic planning. By making the customer, and their experiences, central we helped inform a strong marketing campaign, which has increased brand consideration and customer-centric perceptions, too. For the future, Barclays have an innovation pipeline, with investment successfully unlocked.

With Firefish’s human-centric insight on the Cost of Living Crisis, Barclays have a clearer focus to ‘Make Money Work For’ its 20 million customers across the UK.