From Uncertainty to an Abbey Ending

A study of Abbey National's corporate advertising during 1989. Reason for the campaign: to maintain goodwill whilst changing the company's status to plc.
Agency: PublicisAuthor: Nick Simmonds

From Uncertainty to an Abbey Ending

SUMMARY

This case history looks at an important part of Abbey National's advertising effort during 1989. It concentrates on corporate advertising developed with the institution's change of status to a public limited company (plc) in mind along with some specific mortgage advertising. The study attempts to show that advertising has played a fundamental and successful role in the smooth transition from building society to plc while the business of mortgage lending, crucial to profitability, was maintained and grown. It was the 1986 Financial...

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