M&G - How Advertising Paid When It Told The Whole Truth

M&G's 'whole truth' campaign was successful because it understood that, despite being shaken by events in and beyond the investment sector, people still wanted to invest in a company that reflected the values that they themselves held to be dear. By focusing on an older, more affluent investor, Harrison Troughton Wunderman were able to develop a profitable approach that moved M&G beyond competing on functional attributes like performance and instead appropriated new, more emotional territory that married a rich sense of nostalgia with a straightforward view of investing. The case describes how an 8% improvement on expectation in 2002 and an 11% increase in 2003 was achieved