M&G Investments – Building investor trust through IM&GINATION
Asset management marketing tends to be product and performance focused. However, this highly regulated market has resulted in brands looking the same and saying nothing different. Passive funds and MiFID II have also provided additional challenges for active managers in justifying their added value to investors.
The biggest asset M&G have are its people who are able to look beyond the numbers in spreadsheets to see the bigger investment opportunity. It is this human ability to imagine the possibilities that passive funds cannot compete with and it is this forward thinking to look beyond the horizon when making investment decisions that M&G share with their clients.
So we re-framed the M&G Investment story around this true sign of intelligence - IM&GINATION
Within 6 months of activation of this new creative platform, M&G moved swiftly up the Fund Brand 50 rankings, now lying at number 5, whilst recording the biggest increase in Total Brand Score when launched.