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Financial Standard

MAX Awards recognise marketing, advertising and sales excellence

MAX Awards recognise marketing, advertising and sales excellence

The 26th Annual Max Awards were presented at the Luna Park Grand Ballroom in Sydney last night. The annual event acknowledges the outstanding efforts of marketing, advertising and distribution teams within financial services, recognising 22 winners in 2021.

Winning the Integrated Campaign of the Year award this year was Aware Super for its rebrand campaign, after the merger of First State Super and VicSuper in 2020. According to the latest Rainmaker Information’s Superannuation Benchmarking report, this merger has made it one of Australia’s largest industry funds, managing over $116 billion in assets.

In the sales category, BT’s head of distribution Chris Mathers took home the prestigious Executive of the Year – Distribution award. Mather has held various positions with BT since 2008 including regional manager, BT platforms: Asgard & BT Wrap, key account manager – Wrap, Wrap distribution: national transitions & training manager.

Vanguard Investments won the Video Campaign of the Year award for its direct-to-consumer campaigns.

Budget Direct won two awards, being Marketing Campaign of the Year – Consumer and Marketing team of the Year, for their Insurance Solved campaign.

Meanwhile, Link Group was awarded Digital Platform of the Year. The award recognises financial services companies going above and beyond in generating a platform which its audience is heavily reliant on, with Link Group receiving the honour for its Virtual Meeting platform.

Christopher Page, managing director of Rainmaker Group, publisher of Financial Standard, said the MAX Awards are becoming more and more competitive, with a record 17,000 votes across all 22 categories this year.

"It is exciting to celebrate the successes of financial services’ leading marketers, advertisers and sales professionals, especially in a time where a lot more time, effort and creativity needs to be put through to not just thrive but excel,” Page said.

Financial Standard’s executive director – media, Michelle Baltazar said: “The past 12 months has been exceptionally challenging for sales and marketing teams, as they needed to re-evaluate their strategies and find new ways to best meet the needs of their clients.  We believe our award winners and finalists rose to the challenge and are deserving of the recognition at our MAX awards this year.”

Financial services sales and marketing professionals have an important role to play as the industry continues its growth trajectory, estimated to hit the $11 trillion mark by 2038. According to the latest Rainmaker Roundup report, the Australian investment market stood at $2.9 trillion as at December 2020.

2021 MAX Award winners:

Agency Campaign of the Year

Clearbridge Investments & Fundamental Media

Agency Executive of the Year - Financial Services

Karlee Samuels - Fundamental Media

Agency of the Year

In Marketing We Trust

Community Initiative of the Year

Zurich - Goals for Good

Creative Agency of the Year

OMG Creative

Digital Campaign of the Year

Praemium - The platform of everything

Digital Platform of the Year

Link Group - Virtual Meeting

Distribution Team of the Year

Bennelong Funds Management

Executive of the Year - Distribution

Chris Mather - BT

Executive of the Year - Marketing

Adele Welsh - Praemium

Financial Education Campaign of the Year

Allianz Retire+ - Investing in retirement is different

Integrated Campaign of the Year

Aware Super - Rebrand

Marketing Campaign of the Year – Consumer

Budget Direct - Insurance Solved

Marketing Campaign of the Year – Industry

Robeco - Climate change campaign

Marketing Team of the Year

Budget Direct

Print Campaign of the Year - Consumer


Print Campaign of the Year - Trade

Fidelity International

Product Launch of the Year

QSuper - QSuper Lifetime Pension

Public Relations Agency of the Year

Mountain Media

Social Media campaign of the Year

Australian Ethical

Video Campaign of the Year

Vanguard Investments

Website of the Year

Mason Stevens -


For media enquiries, please contact:

Julian Clarkstone
P: +61 2 8234 7500

About the MAX Awards:

The MAX (Marketing, Advertising and Sales Excellence) Awards recognises the leading individuals, teams and organizations in Australia’s multi-trillion dollar superannuation and investment management industries. The Awards celebrate the achievements of these individuals acknowledging those whose campaigns achieved the greatest ROI, growth, branding awareness and social impact.

The MAX Awards are presented by the Financial Standard and the Rainmaker Group.

About Financial Standard:

Financial Standard is an award-winning financial services publication and is part of the Rainmaker Group. Financial Standard is focused on providing trade news, investment analysis as well as events and education for professionals within superannuation, financial planning, research, consultancy, investment management and professional investing.   

About Rainmaker Group

The Rainmaker Group was founded in 1992 and has established a reputation as a leading financial services information company in Australia providing market intelligence, industry research, media and publishing, events and consulting services.

Rainmaker produces strategic, tactical, and analytical information about the financial services industry predominantly for superannuation funds, investment managers, financial planners and consumers.

The Rainmaker Group comprises: Rainmaker Information, Financial Standard,
FS Aspire CPD, SelectingSuper, SelectAdviser, Industry Moves, FS Sustainability and Money magazine.