Halifax said a variety of ‘creative executions’ are planned to focus on its customer service credentials, technology and the value of intermediaries to the Halifax brand.
Jack Saxton, head of intermediary markets at Halifax, said: “Mortgage intermediaries are key to how we do business. Our whole proposition is tailored specifically to make life easier for them.
“The Helping Hand campaign is a key step in communicating exactly how Halifax helps intermediaries.”
The first ad borrows the ‘Suits You Sir’ catchphrase from BBC’s The Fast Show to convey Halifax’s tailor-made specialist intermediary service.
But Kevin Morgan, managing director of Consilium Financial Planning, believes these ad campaigns have little effect on brokers.
He said: “All this marketing guff is pretty futile really. Lenders should just concentrate on providing an appropriate service so we can deliver this in turn to our clients. We want more substance. How about bringing down its rates by 0.1 per cent instead?”
Morgan added: “Exactly how much money is being spent on this campaign? Wouldn’t the money be better spent training up staff so they answer queries more efficiently? It’s all toffee. I wouldn’t use Halifax just because it has a certain strapline.”
