Wunderman wins £6m M&G account

M&G Financial Services has appointed Harrison Troughton Wunderman

to its £6 million through-the-line account.



The long pitch process began in September. The agency will create

advertising and direct marketing activity for M&G, which markets ISAs,

unit trusts and bonds.



The agency is M&G's third in 18 months. In March 2000 it parted company

with Evans Hunt Scott after a dispute over costs and payment for

work.



It then appointed the Cheltenham-based agency TDA which produced a range

of direct marketing and advertising for ISAs, unit trusts and bonds, as

well as corporate advertising.



John Goddard, the central marketing director who appointed Wunderman,

said: "Wunderman helped us develop a relevant, unique brand idea, which

fits the company and its history rather than making the company fit the

brand idea."



Last year M&G spent £4 million on press advertising with its

largest spend on corporate bond products and investments in managed

growth funds.



Wunderman's first activity will be a brand response national press and

poster campaign in the New Year.



M&G has also run interactive TV activity developed by Carlton

Active.



It signed up for an initial two-month trial last year with Carlton.



Martin Troughton, a managing partner at Wunderman, said: "M&G is

obviously very serious about creating a differentiating persona in the

crowded financial services market. We are pleased to have been appointed

to develop the M&G brand in a through-the-line capacity."



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