Client:

M&G Investments

The Judge's verdict

"I don't suppose this M&G campaign has won a hatful of awards outside the dark and arcane world of financial services direct response but to me it stands as a beacon. In a world where newspaper ads are mostly posters adapted for press, it's heartening to see an advertiser who still believes in the written word and its powers of persuasion.

"Encouraging too to read writers who have bothered to understand their product and are skilled enough to weave a witty but compelling argument around it."