The Launch of Abbey National Open Bondshares

Describes the campaign to launch (1979) a new Abbey National product: Open Bondshares, competing against the common Term Share product.
Agency: Lonsdale AdvertisingAuthor: Tom Vaughan

The Launch of Abbey National Open Bondshares

BUSINESS BACKGROUND

Introduction

Over the ten-year period (19691979) the personal savings market has grown in money terms by some 242% but only 0.1% in real terms. By contrast building society savings have increased by 393% (44% in real terms) and their share of the personal savings market has grown from 32% in 1969 to 46% in 1979. However, this increased market share has resulted in growing instability in their investment performance, their funds proving increasingly sensitive to competitive forces. In 1969 the societies retained 34p...

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