"Marketing in the mortgage industry is about more than lead generation or clever campaigns. It’s about storytelling — about simplifying the trickier bits of financial services and building trust with brokers or borrowers. "
- Andy Shields, director at Barcadia Media
The winners of the 2024 Mortgage Industry Marketing Awards have been revealed during an exclusive ceremony at The Camden in London.
The programme was launched by Financial Reporter in November 2021, aiming to recognise the work of marketing within the intermediary space.
Open to all marketers in the mortgage and specialist lending space, the MIMAs highlight the best and most innovative communications work from across the industry.
With categories covering all aspects of marketing, from product-specific – giving entrants a chance to flex their blend of marketing mastery and industry knowledge – to best use of social media, the MIMAs acknowledge and celebrate the unique skillset marketers working in financial services possess, with a constant requirement to exceed in order to stay in-front.
This year's Awards also featured two new categories:
Best Protection Marketing - Awarding the business that has excelled throughout the year with their marketing in the protection sector. Whether through excellent product launches, brand awareness campaigns or incredible engagement - we want to recognise the best of the best.
Event Manager of the Year - Awarded to an individual who can showcase positive broker engagement through the planning, coordination and delivery of events. Examples can include hosting events; captivating exhibition stands and how events have supported the overall marketing strategy with any supporting data/analytics.
After entries were submitted, a panel of judges - made up of industry marketing experts - made their selections. Applications were judged on tangible metrics such as ROI, traffic and conversion increases, as well as more subjective factors like creativity, innovation, brand perception and execution. Judges also took into account the scale of an entrant’s budget and resources to encourage entries from those working across all types of business.
To see the full list of this year's winners, click here.
During the ceremony, Andy Shields, director at Barcadia Media, said: "Marketing in the mortgage industry is about more than lead generation or clever campaigns. It’s about storytelling — about simplifying the trickier bits of financial services and building trust with brokers or borrowers. And it’s tougher, as a marketer, to do that when the people using your products are advisers who have to take the needs or requirements of lots of different people into account, from the panel they can use to the clients they’re working on behalf of – they can’t just be swayed by clever marketing or a flashy campaign. You have to make the benefits for them and their clients clear, in a way that makes sense and still keeps them.
"So what we’re celebrating today is the hard work it takes to make that connection — to cut through the noise and give brokers what they need. You’ve taken data and strategy and infused them with creativity to craft messages that resonate. And in doing so, you’ve shaped not only the perception of brands and commercial success for your business but also – if all goes to plan – helped brokers or borrowers to reach the best possible outcomes.
"You’re raising the bar for what’s possible — and for that, you should be immensely proud."
