M&G INSTITUTIONAL AND CDI: BEING A BRAND LEADER THROUGH CLARITY OF THOUGHT
New UK legislation was causing a cashflow shortfall for maturing DB pension schemes, which was getting more serious with every passing year. This shortfall was meaning Institutional investors were having to sell assets to cover the shortfall. The market was full of people talking about how CDI could solve the issue, but there was confusion as to what CDI meant and why it was needed.
We moved the conversation away from explaining acronyms to showing how M&G provided bespoke cashflow solutions through a range of content pieces designed to engage and educate institutional investors about the options available to them to solve their specific cashflow issue.
We started the conversation with hard hitting facts on the need to act now. We then moved the story on to the key benefits of using M&G. We followed this up with cashflow white papers to give investors a better understanding of the issues and solutions available to them and then provided case studies as evidence of M&G’s success in this area. Finally we gave investors the opportunity to ask questions directly with the M&G cashflow team.
The M&G cashflow content pieces engaged institutional investors across the UK and increased requests to the M&G cashflow team.