Masterminding M&G's digital first

Trade websites are awash with providers jostling for space to shout about their brands and products. Add to this current market conditions and a competitive sales landscape means standout in a cluttered market place really does matter.

Industry heavyweight M&G launched the UK’s first unit trust in 1931. Now we’ve helped them become the first financial services brand* to personalise online adverts in the b2b trade space.

Anne-Marie McConnon, Head of Intermediary Marketing at M&G, commented "We have always been at the forefront of the industry, both in terms of investment and indeed how we market investments to intermediaries. The bond vigilantes blog is a good example of this. We are constantly reviewing our marketing effectiveness and standard display formats were not delivering the results we needed. The personalised adverts were perfect for promoting what is ultimately a very personal medium i.e. blog - bringing fund managers and advisors closer."

Within the financial services industry the format of online ads is a pretty standard range of leaderboards, skyscrapers and MPUs. The sample above shows you how our technology enables an ad to be personalised to include names and companies of individuals. We used this technology to build stand-out creative for M&G to attract brokers and encourage them to interact with their blog http://www.bondvigilantes.co.uk.

For M&G we supported the personalised banners with Interactive polls and RSS feeds.

You too could be serving ads personally addressed to individuals in your audience - innovative use of digital media that will really get you noticed and support your sales efforts. If you have the database you could even welcome people to your own site with any number of personalised messages.

We pushed boundaries right at the beginning of the online phenomenon as the first agency to introduce video and interactive elements into these formats. We're proud to be the first agency to introduce personalisation.

So come on, be brave and venture outside of standard digital formats! Embrace technology and let us help you communicate as directly as you possibly can with your audience!

If you'd like to discuss this in more detail please contact Paul.

* to our knowledge!!