M&G plc has launched a new brand campaign built around its own initials.
Designed to make the FTSE 100 savings and investment company more visible and memorable, the creative has been developed by VCCP Roar, with independent media agency The Kite Factory responsible for planning and delivery.
The campaign launches with three straplines.
‘Momentum & Growth’ highlights the £100 billion M&G has invested in UK businesses, from Durham-based microchip manufacturer Pragmatic Semiconductors to major UK-headquartered corporations.
‘Moving & Grooving’ points to Seeker Music, the business M&G founded six years ago, which now holds a 20,000-song portfolio and uses streaming royalties to help fund pensions.
‘Memories with Grandchildren’ focuses on M&G’s role in giving customers the confidence to plan for the future.
The campaign launched in central Liverpool during the Labour Party Conference. It will extend to Manchester and central London from 19 October to 15 November, with taxi advertising and prominent placements across key transport hubs, including a takeover of Westminster Station.
The outdoor mix combines programmatic digital, motion and static formats, supported by connected TV, digital audio, LinkedIn, digital display and trade press.
Louise Shield, Director of Corporate Affairs, Sustainability and Brand at M&G plc, said: “M&G plays an important role in helping people secure their financial futures and directing investment into businesses, infrastructure and communities across the UK.”
“This campaign is about making that role better understood and showing, in a clear and memorable way, what M&G stands for and the difference long-term investment can make.”
Anthony Abou-Zeid, Managing Partner at The Kite Factory, said: “The challenge is not simply to generate awareness, but to make that awareness meaningful and useful when its teams are having important conversations.”
“Our approach has been to build a media strategy around the moments that matter in environments where we can create disproportionate impact for M&G’s business.”
Jenny Turner, Head of Client Services at VCCP Roar, added: “What better way to drive brand recognition of the giant that is M&G than by developing a campaign that harnesses the brand’s initials, coupled with its optimistic purpose and tangible impact, and bringing it to life through relatable stories.”