M&G INVESTMENTS: IM&GINATION
Demonstrating the added value of human intelligence in an AI world
The increasingly central role of technology in asset management, the rise of passive investing and new restrictions in an already highly regulated market had led to a situation where active fund managers were struggling to define their added value to investors and intermediaries alike.
To avoid the dangers of commoditisation and to meet the challenges of this rapidly evolving market M&G needed a bold, brand-building campaign that clearly positioned the value of their expertise and experience in the investment process.
M&G’s biggest asset are its people. The fund managers and analysts who look beyond the numbers in spreadsheets to see the bigger investment opportunities. As with any modern asset manager, technology and data play a key role in the M&G investment process, but It is this human ability to look beyond the horizon and imagine the possibilities that passive funds cannot compete with.
To capitalise on this differentiator we re-framed the M&G story around this true sign of investment intelligence and put the M&G brand at the heart of it.
The new IM&GINATION campaign was launched in February 2018, and within 6 months M&G moved swiftly up the Fund Brand 50 rankings, to lie at number 5, whilst also recording the biggest increase in Total Brand Score.