M&G PRUDENTIAL:

WORKSHOP. BRAND STRATEGY

CREATING A NEW PROPOSITION FOR A NEW AGE IN FINANCE.

THE BRIEF: A key fund under the M&G Prudential umbrella was looking to revisit the way in which consumers and the brand tackle the lack of trust and understanding within the sector. Our job was to help craft a narrative that spoke to the everyday consumer.

OUR RESPONSE: We started off by reviewing the current marketplace to build out a strong communication process that bridged the gap between heritage investment banks and the new world of FinTech.

From here we were able to find a narrative that the brand could own and develop over time in alignment with investment decisions and business growth .

How we told the story

We knew that the biggest variable that the everyday consumer worried about was Time. Time it takes to invest. Time to grow savings. Time to achieve future goals.

That’s why we positioned the narrative to educate consumers that their ambitions, goals and aspirations were well worth the wait - giving investments (M&G Prudential) a role to play in their lives.

Resulting in:

  • Marketplace audit

  • Creation of communication guide

  • Visual realisation of concept across channel

Interested in collaborating on a new idea or concept? We would love to work together.

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