M&G Investments - It Pays to Tell the Whole Truth

Malcolm Peters

In 2001, M&G Investment Company experienced poor fund performance, alongside a declining brand image.
Agency: Harrison Troughton WundermanAuthor: Malcolm Peters

M&G Investments – It Pays to Tell the Whole Truth

THE SCALE OF THE TASK

In Autumn 2001, after 70 years of investment management, M&G had become a declining brand with poor fund performance. New customers were proving difficult to attract, evidenced by dwindling responses to advertising, and to make matters worse the FTSE was approaching a third consecutive year of decline. With this backdrop a new integrated direct response campaign was needed to reverse M&G's decline.

Advertising in the category had become generic and tended to be grouped in two...

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