M&G - How advertising paid when it told the whole truth

In 2001, investment company M&G perceived a declining brand image and poor fund performance. Aiming to reverse both, M&G launched an untraditional campaign focusing on an informative, honest and trustworthy message.
Agency: Harrison Troughton WundermanAuthors: Jon Tipple and Jonathan Plowden Roberts

M&G

How Advertising Paid When It Told The Whole Truth

INTRODUCTION

This is a story about how advertising played the leading role in helping one of the UK's oldest specialist...