The shortlist for the 2011 Transform Awards has been announced, with financial services firms featuring most heavily in the running.

Endpoint has continued to sponsor the awards for the second year running. Organised by Communicate Magazine, the awards are the UK's only dedicated celebration of rebranding, brand transformation and reputational change.

With Hermes, Allianz Insurance, BDO, Imaqliq, Zurich Financial Services, Legal & General, Ageas and PwC all up for prizes, it is clear that the financial services sector is understanding the need to alter brand perceptions.

For the full shortlist click here and the winners will be announced at a gala dinner on 7 April at The Grange St Paul’s Hotel, London.