Intelligence Connected

Our objectives were three-fold:
a) Make M&G relevant, differentiated, compelling
b) Find the right claims and ingredients (messaging)
c) Reclaim 10+ Pan-European ranking in Broadridge’s FB50 report

In short, show the market that M&G Investments ‘is back’.

The strategy involved 2 steps. Firstly, to dive deep into the business and uncover the core truths, principles and beliefs that make up the DNA of M&G Investments. We knew the organisation had a host of compelling characteristics that could be brought to the fore and help create personality. So we conducted over 50 interviews internally – across levels, departments and countries – to get the real essence of what makes up M&G Investments.

We then developed a series of underlying messages and a creative look and feel to effectively communicate what was uncovered from the deep dive, all the while ensuring we addressed the points raised from audience insights (see next section) – so not only giving M&G Investments real personality, but also providing a cut through creative approach that would drive attention.

Step 2 was to activate this across the business, delivering understanding and buy-in throughout the organisation. Those involved in the discovery interviews were used to help validate and then champion the positioning, delivering it in a way that can be interpreted back into every day behaviours within the business – ‘living the brand’.

As well as institutional and wholesale audiences, M&G Investments has a small end investor presence. Our task was global, starting with a focus on the UK, Europe
and Asia.