M&G: How advertising paid when it told the whole truth - IPA Effectiveness Awards Case Study 2004

Brief Description: 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 ;---(TAGS)--- Full Title: How advertising paid when it told the whole truth ; Number: 2004/50 ; Brand Name: M&G ; IPA_ProductCoding: Financial Services (Savings/investment products inc. ISAs, bonds, PEPs, savings schemes, TESSAs, unit trusts, trackers) ; Agency: Harrison Troughton Wunderman ; Author: Jon Tipple, Jonathan Plowden Roberts ;