The problem:
Financial services is a fiercely competitive market – there are a lot of contenders with similar products in a very small space. M&G needed to improve their sales by adopting a creative vehicle with genuine appeal that would distinguish them from the rest.

The insight:
Financial services advertising is notoriously drab, and it all looks the same. Not only that, but independent financial advisors – our core audience – have little time on their hands.

The solution:
We came up with a look and feel unlike that of any competitors. It featured an ampersand – a key part of M&G’s logo – to exploit the company’s extensive brand equity, and acted as a springboard for creative, flexible messaging that had a hugely positive impact on sales and awareness.

Here you can see examples of Press, Outdoor, Digital outdoor and Online communications for various M&G funds.

Global Dividend DPS

M&G Global Dividend – MPU

M&G Global Dividend – Skyscraper

M&G Charities DPS

M&G Charities Skyscraper

M&G Cautious Multi Asset Fund Press ad

M&G Cautious Multi Asset Fund Outdoor

M&G Cautious Multi Asset Fund online

M&G Recovery Fund D EP