Back in 2024, we were shortlisted for Digital Marketing Agency of the Year and won, which felt reaffirming. Balance is an agency that was brought to life to specialise in digital marketing for compliance-bound financial services businesses. That win confirmed it was doing what it was built to do, and doing it well.
To be back at the Financial Promoter Awards and shortlisted again on work we’ve done with new brands is proof that the feeling is still there. The world of digital marketing has changed so much since 2024, so the fact we’re still delivering, but for a different world, is something our teams should be proud of.
It’s becoming more important than ever for the digital marketing arm of a business to have a strategy, because our audits keep showing us the potential brands miss out on by not investing in marketing. There is genuine money being left on the table that competitors are eating up.
Decision makers still need convincing, because customers have different routes to market, buying cycles are long, and the regulations make it feel safer to stay out of it. But the potential difference is getting bigger and bigger, and with AI search becoming more prominent, brands that aren’t investing in digital PR, social or SEO are going to find it harder and harder to catch up.
The effect of our work is showcased in our award entry, and it proves the exact point that decision makers who don’t want to spend money on digital marketing need to see.
From a paid media campaign that delivered better quality leads, to how we reinvented a social media account for an insurance brand and drove their podcast to number one. And how we positioned an in-house team as experts in the press. We’re delivering results for clients while helping them demonstrate the value of digital marketing to the board.
We’re not just working on helping clients build better results for themselves either. We live and breathe digital marketing, and that means being at the forefront of research in our sector. Our co-founder Alex Murphy teamed up with Similarweb to develop research into how exactly AI search is changing customer behaviour online.
We found that’s exactly what’s happening, and the results told a strong story.
We ran a webinar where around 150 finance marketers joined us, from SMEs through to major banks. And we’ve been on stage talking with marketers about what modern marketing strategies need to look like to get ahead in the “zero-click” and AI Overviews era.
Being shortlisted confirms that our approach is working, backed by the results we’re getting for clients and the feedback on our activity. Whoever takes home the trophy on the night will deserve it, and it will be a testament to their work. But whatever happens, we know we’re producing some of our best work right now.
