M&G hands Rainey Kelly 3m brief

Rainey Kelly Campbell Roalfe has won the 3m TV ad account for investment house M&G, the UK’s second largest provider of personal equity plans (Peps).

The agency will launch the first TV campaign for the company’s Peps between January and March next year.

It is understood that M&G appointed Rainey Kelly without a pitch. The agency has had experience of financial services advertising, handling initial branding work for Virgin Direct.

M&G’s head of corporate communications, Rachel Medill, says the campaign will aim to raise the awareness of Peps and will also be a brand-building exercise.

“The Peps market is expanding, and now is the time for a leading provider to say it is a good long-term investment,” she adds.

UK taxpayers have a 6,000 annual tax-free allowance to invest in Peps, but must use it before the end of the tax year on April 5, or lose it.

M&G, which has 15.3bn of funds under management, advertises at the end of the Peps season between January and March, using direct response press ads. The press work, which is created and bought in-house, will continue.

Factfile, page 74