Barclaycard's 'Waterslide' TV advert has won the Marketing Effectiveness for Advertising accolade at the 2010 Financial Services Forum Awards.
The event aims to recognise success in presenting and promoting financial products and services.
The accolade was awarded by a panel of judges which included Andrew Porter, Managing Director, The Financial Services Forum; Leslie de Chernatony, Professor of Brand Marketing at Università della Svizzera italiana in Lugano, Switzerland and Aston Business School in Birmingham, UK; and Jacqui Brabazon, Global Head of Marketing, Standard Chartered.
Paul Troy, Head of Advertising at Barclaycard, said: "We're delighted that the industry recognises how Barclaycard has set a new benchmark for advertising in financial services."
Barclays UK Retail Banking's Take One Small Step campaign was also commended in the Advertising category.
The awards ceremony was organised by the Financial Services Forum, an association whose membership comprises chief executives, market directors and other representatives from across the financial services industry.