"Amid all that noise, good marketing has never been more important. "
- Andy Shields - Barcadia Media
Launched by Financial Reporter in 2021, the MIMAs champion the impact of marketing across mortgages, protection and specialist lending, shining a spotlight on the businesses and individuals leading the way in this space.
With categories ranging from products and brand building to event management and social media, the MIMAs celebrate the innovative skills and mindset that marketers working in financial services possess, staying in front of market trends in an ever-changing industry.
The winners were decided by a judging panel made up of industry marketing experts, who looked at both tangible metrics such as ROI, traffic and conversion increases, and more subjective factors like creativity, brand perception and execution.
Judges also took into account the scale of an entrant’s budget and resources to ensure a fair review of marketers 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 Financial Reporter’s parent company Barcadia Media, said: “We all know we’re living through a period of huge transformation. Technology is moving at a pace none of us have ever experienced. AI, automation, data, content, platforms - everything is shifting month by month [...] but here’s the thing: amid all that noise, good marketing has never been more important.
"Because when the market is complex, when information is overwhelming, when brokers are juggling more, it’s your work that cuts through. Your work is what helps them navigate the products, the criteria, and the solutions that help them serve their clients. It brings clarity at a time when that is more essential than ever, and you deserve to be celebrated for it."
"And marketers rarely get celebrated for it, which is of course why this awards programme exists - to recognise the people who drive creative thinking in a sector that's still seen as very traditional, and those who take the time to really understand the intermediary market and deliver marketing that makes the complex into something human."
"This has been the biggest year we’ve ever had for the MIMAs. More entries and more organisations submitting work. More examples of innovation across B2B marketing, across mortgages, protection, specialist lending, and beyond. That tells me something important: this part of the market isn’t just keeping up with change, it’s leading it."
