HLPartnership’s Head of Marketing, Martin O’Callaghan, has secured the prestigious Best Marketing – Mortgage Services 2023 award at Financial Reporter’s Mortgage Industry Marketing Awards (MIMAs).
The award recognises HLPartnership’s innovative and insight-led approach to marketing, with the network competing against some of the biggest names in financial services, including HSBC, in a programme that attracted more than 800 entries.
Launched by Financial Reporter in November 2022, the MIMAs were created to recognise excellence in mortgage industry marketing and celebrate the individuals and teams raising standards across the sector.
The awards are particularly relevant at a time when clear and effective communication has become increasingly important. Against a backdrop of rising interest rates, the introduction of Consumer Duty and frequent criteria changes, mortgage businesses have had to communicate complex information clearly while continuing to engage advisers, customers and other stakeholders.
The MIMAs recognise the marketers who have responded to those challenges with creativity, strategic thinking and measurable results, helping their businesses remain relevant and competitive in an increasingly crowded market.
HLPartnership’s achievement was particularly significant as it was the only mortgage network to reach the finals in its category, highlighting the strength and distinctiveness of its marketing strategy.
Entries were assessed by a panel of experienced industry marketing professionals against a broad range of criteria. These included return on investment, increases in traffic and conversions, creativity, innovation, brand perception and quality of execution. Judges also considered the relative budgets and resources available to each entrant, allowing campaigns to be assessed on their effectiveness rather than scale alone.
Commenting on the award, HLPartnership’s Head of Marketing, Martin O’Callaghan, said:
“We are incredibly proud to receive this award. It is a fantastic recognition of the talent, creativity and commitment of our marketing team, who work incredibly hard to support the network and our members.
“Our approach has always been built around insight, evidence and a clear understanding of the needs of our different stakeholder groups. Bringing that strategy to life takes a strong team, and this award reflects the contribution, expertise and dedication of everyone involved.
“To have the team’s work recognised by industry experts, particularly against such strong competition, is hugely rewarding and something we can all be very proud of.”
The awards ceremony, held at Tobacco Dock in London, also provided an opportunity to recognise the significant changes the mortgage industry has experienced and the role marketers have played in helping businesses respond.
The event celebrated those who have demonstrated an ability to adapt, innovate and communicate effectively in an increasingly complex environment.
Andy Shields, Director at Barcadia Media, highlighted the importance of the MIMAs in recognising that contribution:
“The mortgage industry has faced significant challenges, especially in the past two years. Effective marketing and communication are vital within the busy intermediary space, and the MIMAs are a chance to reflect on the good, the great, and the truly game-changing of our industry.”
HLPartnership’s success at the MIMAs demonstrates the impact that creative thinking, commercial insight and a detailed understanding of audiences can have within mortgage services marketing.
The award also reflects the collective strength of HLPartnership’s marketing team and its continued focus on delivering activity that supports members, strengthens engagement and creates measurable business value.
For HLPartnership, the recognition provides further validation of a marketing approach centred on insight, relevance and execution, while setting a strong benchmark for the network’s future activity.
