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

Jon Tipple and Jonathan Plowden Roberts

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 investment companies recover its revenues and its soul.

By bringing to life beyond the company the values that lay deep within it, the advertising has re-invigorated M&G's waning fund revenues and reasserted its character amongst its customers, employees and its primary distribution channel, Independent Financial Advisors.

The importance of these intangible values that the advertising portrayed, like...

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