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Sustainability needs to be sustained


How do you persuade Spanish investors of M&G’s different approach to sustainable solutions, when every asset manager says they’re trying to save the world?


Provide an alternative to the lack of clarity and differentiation, by showing that sustainability is a journey and needs to be sustained beyond quick fixes, to create value for investors and the planet.


Our integrated OOH campaign ran across Madrid’s buses, bus shelters and electric charging points, building intrigue and interest for investors. Targeted digital media then engaged the audience in M&G’s sustainable story, driving preference in their investment solutions.