M&G is one of the UK’s oldest and most respected investment managers. With more and more competition in the retail sector and new opportunities in Europe and the Far East, they needed to position themselves more clearly in the marketplace. We developed a brand strategy for them that positioned them as ‘Heavyweight investors with an independent spirit’.
We created 3 personality coordinates – Originality, Conviction and Energy. And we expressed this new positioning in a strong new identity and highly distinctive visual style. This new brand has been used to spearhead a new approach to communications as well as helping to change the way that M&G works.
