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Morgan Stanley’s journey to the very top of US investment banking has been built on a fairly simple principle: to give the best advice and execution to its clients. There will be few firms that do not claim to have a similar ambition, but the difference at Morgan Stanley, under president Colm Kelleher, is just how much of the business is set up and run with precisely these objectives in mind.

Bank of America sets the standard for the new era of banking.

The award for the region’s best digital bank goes to Brazil’s Banco Inter. The bank conducted its $200 million IPO just after the April 1 deadline and continues to lead an exciting industry with great potential. But it was Inter’s ability to attract financing and provide a positive data point for the local exchange’s fintech sector that makes it stand out.

Another year, another record. TD Bank clocked up its eighth year of record earnings in fiscal 2017 and has already posted a 20% increase in pre-tax profits for the first half of fiscal 2018, indicating that it is on track for yet another triumph as it continues to build across its whole franchise. It is once again Euromoney’s pick for Canada’s best bank.

What is said on tour, stays on tour. Unless it is part of an awards pitch. Here are some of the mixed metaphors, subtle and not-so-subtle jibes and some incomprehensible nonsense we heard during the pitches for this year’s Awards for Excellence.

In a world of rapid change, especially technological advances, one bank has not just simply adapted, it has thrived.

Mutual banks and publicly owned savings banks continue to dominate much of Europe’s SME banking sector. What makes Crédit Agricole stand out is not just its deep presence in this market but also its success plugging regional businesses into specialized product factories at the centre. Crédit Agricole is France’s biggest bank brand for SMEs, but unlike other big operators in this sector such as BPCE, the Crédit Mutual network or Germany’s Sparkasse, it has the benefit of better integration between the group’s components.

Decisive action and a renewal of its commitment to the region allowed Raiffeisen Bank International to keep its central and eastern European network intact.

The rising economic fortunes of the largest countries lifted nearly all investment banking boats. Local investment banking franchises continued to notch up strong deal flow and fees, but last year was noticeable for the improvement in the fortunes of the international banks.

Morgan Stanley was an early adopter in using technology to better serve its wealth management clients – and to improve revenues. The bank’s wealth management unit notched a record $1.16 billion in profits during the first three months of this year, up 1% from the fourth quarter and up 19% from a year earlier. Client assets grew 8% from a year earlier to $2.4 trillion, earning it the award for North America’s best bank for wealth management.

Real success, not just in developing innovative solutions but also in getting more clients online and onto its app, makes CaixaBank western Europe’s best digital bank. Spain has the highest proportion of online bank users among the big five European economies and CaixaBank has Spain’s most frequently used bank desktop site and app, according to a recent study by comScore. CaixaBank itself counts more than five million online users and more than four million mobile app users. It was also one of the top banks in a recent digitalization ranking of European firms by Autonomous Rsearch.

Global growth provided the backdrop for a strong year for Citi’s financing businesses, while the return of volatility has showcased the value of its great reach