Revitalizing a Legacy
Brand with “Intelligence Connected”

M&G Investments, a renowned global asset manager, had long enjoyed a strong market presence and high brand recognition. Over recent years, however, a period of leadership changes, corporate restructuring, and a strategic shift away from major advertising – including stepping back from high-profile sponsorships like the RHS Chelsea Flower Show – meant the brand’s visibility naturally declined. By 2022, its pan-European brand awareness ranking had moved from 5th place in 2018 to 20th.

The challenge was to build on M&G’s heritage and strengths to reignite awareness, restore brand credibility, and regain a leading position in a crowded, highly competitive European financial market.

While M&G Investments’ market visibility had lessened in recent years, the firm’s deep industry expertise, strong reputation, and client trust remained firmly intact. The moment was right to evolve its brand expression – to highlight its distinctive qualities and connect with audiences in fresh, relevant ways.

Through more than 50 in-depth internal interviews, we uncovered the brand’s core DNA and beliefs. This insight opened the door to a platform that would refresh and modernize the brand, moving beyond conventional financial marketing to spotlight the collaborative, connected intelligence at the heart of M&G’s offering.

We created “Intelligence Connected” a revitalized brand platform brought to life through a full-spectrum campaign and brand identity refresh.

• Bold New Visual Identity: A vibrant, human-centric design system broke from the sterile norms of the financial sector.
• Messaging Framework: Focused on M&G’s strengths in uniting specialists across asset classes, strategies and regions.
• Multi-Channel Rollout: A Europe and Asia wide campaign.
• Strategic Launch Moments: Included major events like London Underground takeovers, financial industry events, and targeted social/digital campaigns.

M&G Investments saw widespread recognition from the fresh, bold identity. This was followed by industry and investor praise for clarity, energy and distinctiveness. The “Intelligence Connected” platform resonated deeply with clients and industry expert. Overall M&G was repositioned as a modern, dynamic, and highly relevant investment brand.