NEWS: Rainey Kelly secures pounds 3m M&G brief

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.

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.