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 top 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 form the DNA of M&G Investments. It was understood that the organisation had 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 makes up M&G Investments.

From this, a series of underlying messages and a creative look and feel were developed to effectively communicate what was uncovered during the deep dive. At every stage, the approach addressed insights from the audience (see next section) – not only giving M&G Investments real personality, but also ensuring a creative approach that would capture attention.

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