The Final Float of the Commonwealth Bank: How Advertising Turned a Big Weakness into a Big Strength
Mike Daniels
INTRODUCTION
'One of the most effective Australian public share offer advertising campaigns ever.' Jonathan Hutson, Deputy Chairman of Task Force Asset Sales A - Department of Finance.
This was the client's verdict on the third and final float of the Commonwealth Bank after its completion. Yet right at the start of the project, the scale of the task seemed truly monumental.
'How many times are they going to sell...