One thing I’ve learned during my years of advertising investment firms is that there’s always a sector or asset class de jour. One day, everyone’s talking about emerging markets. The next, it’s sustainable investing. In 2020-1, it was the turn of fixed income briefs to rain down on my desk. How to deliver something impactful and different for each, that also felt true to the brand? In M&G’s case, it was leveraging the size of their fixed income team and creating Big Bond Questions - my unit-busting, benchmark-beating digital content campaign. Big is beautiful!