| Titre | The Truth About Investing - 1 |
| Agence | Wunderman Thompson UK |
| Campagne | The Truth about Investing - M & G |
| Annonceur | M&G |
| Marque | M & G |
| Mise en ligne | Mai 2005 |
| Résultat | M&Gs 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. |
| Type de média | Marketing direct |
| Marché | Royaume-Uni |
| Deputy Head of Planning | Jon Tipple |
| Head of Analytics | Jonathan Plowden Roberts |
| Responsable de la publicité (annonceur) | John Goddard |
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