Intelligence Connected

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

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

The strategy involved two steps. Firstly, the team dived deep into the business to uncover the core truths, principles, and beliefs that make up the DNA of M&G Investments. It was understood that the organisation possessed a host of compelling characteristics that could be brought to the fore to help create personality. Over 50 internal interviews were conducted – across levels, departments, and countries – to capture the real essence of what defines M&G Investments.

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

Step two was to activate this across the business, ensuring understanding and buy-in throughout the organisation. Those involved in the discovery interviews were engaged to help validate and champion the positioning, delivering it in a way that could be translated into everyday behaviours within the business – ‘living the brand’.

In addition to institutional and wholesale audiences, M&G Investments also maintains a small end-investor presence. The task was global, beginning with a focus on the UK, Europe, and Asia.