Despite its falling market share, M&G was seen as a "trusted" brand. The press ads offered guidance and generated a 30 per cent increase in response. The following year the agency built on this success by launching M&G's Fund of Funds and M&G's Bond funds and generated even more impressive results.
Agency: Partners Andrews Aldridge
Creative and art director: Steve Aldridge
Copywriter: Roger Morris
Account director: Bethan Williams
Client: Lloyds TSB
Senior campaign manager: David Baughan
Many old-style passbook accounts no longer offer the best rate of interest, but encouraging customers to give up their passbooks isn't easy as some have a long-term emotional attachment to it. The campaign really hit home and helped to grow savings and cheque account balances by 167 per cent.
Creative director: Sean Moore
Art director: Wayne Pick
Copywriter: Jonathan Bradley
Account director: Max Hamilton
Client: The One Account
Head of consumer marketing: David Ramsbottom
As the target audience for The One Account is aged 30 to 49, married with young children with a household income of approximately £30,000, it was felt they would understand the idea of supermarkets reducing prices. The "Reduced" mailer generated a 16 per cent uplift in response. The pack was then adapted to target non-converters - people who had enquired about The One Account but had not switched. The typical response rate increased by more than 100 per cent.