We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
M&G - How Advertising Paid When It Told The Whole Truth
M&G - How Advertising Paid When It Told The Whole Truth
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