DIRECT CHOICE: M&G Investments

If only all financial direct response advertising were as engaging as the current 'Caze-nove' campaign from M&G.

At a time when most other investment companies seem to be increasing the size of their logo or relying on inter-galactic imagery, M&G has the courage to run a headline that reads: 'Why just invest with M&G when Fidelity, Jupiter and Gartmore have some perfectly good funds?'. It then goes on to reassure its readers that 'the balance of our mind (unlike the stock market) is perfectly stable' and that you don't need a small fortune to be an investor.

These page-dominant ads are visually challenging too. Robin Hood and Napoleon are beautifully crafted into one execution, while a 'dream team' of cricketers on cigarette cards are on another.

On a practical level, all the information is clearly signposted with subheads and boxes under the visuals, but these are ads you don't want to fast-track - they are a joy to read.

The 'Spin-Free' fulfilment pack ties in seamlessly and is printed on a stock worthy of its content.

All in all, it's the first invest-ment fund that has managed to tempt me. And I only need £1000 - if only.

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