Rainey Kelly Campbell Roalfe has been handed a pounds 3 million brief to
relaunch the investment house, M&G, and will take the brand on to
television for the first time.
A new campaign, for the ‘financially unsophisticated investor’, will run
early next year. Rainey Kelly won the business, which was previously
held by DMB&B Financial, after a three-way pitch.
M&G spent pounds 4.5 million on advertising its services last year,
mostly in the specialist and national press. However, following a change
in senior staff, M&G is committed to creating an impact with a high-
profile TV campaign, in an attempt to regain its position as the UK’s
biggest Peps provider.
MT Rainey, the planning partner at Rainey Kelly, said: ‘Our advertising
will play to M&G’s strengths, while giving the brand a more dynamic
image, and bringing in new customers.’
Peps are increasing in popularity as a form of investment and the market
is expanding rapidly. M&G’s new campaign is timed to coincide with the
Peps ‘season’ - UK taxpayers have a pounds 6,000 annual tax-free
allowance to invest in Peps, but the allowance is forfeited unless it is
used by the end of the tax year, on 5 April.
M&G traditionally targeted an older audience aged over 45, and has
advertised mostly in the personal finance press. But the company did
venture into cross-track posters for the first time six months ago, with
a campaign by DMB&B Financial carrying the line: ‘Managing your money
for the longer term.’
The success of Richard Branson’s Virgin Direct, which was launched 18
months ago with a campaign by Rainey Kelly, has shaken up the Peps
market.
