The Solution
M&G decided to reconfigure the discussion and lead with the
message 'The truth about investing as we see it'
The Result
M&G was voted as number one 'a company you can trust' for both
IFAs and consumers. IFA enjoyed massive take up with an uplift in
sales of £113m, a 40% increase in recommendations. Similarly the
consumer response was immense with response rates up 32.5%, media
spend down by 31.7%, and total sales up by 15.3% during the ISA
season.
