Changing The Abbey Habit: The Part Advertising Played in Abbey National's Conversion to Plc Status

Advertising campaign used to facilitate the transfer of Abbey National from a building society to a plc, 1988–89.
Agency: Capper Granger AgencyAuthor: Bea Sharples

Changing The Abbey Habit: The Part Advertising Played in Abbey National's Conversion to plc Status

SUMMARY

On 12 July 1990, Abbey National will have completed its first year as a public limited company. Abbey National Building Society was the first, and to date the only society, to change its status by floating on the Stock Exchange. The Society's board announced the proposal to their members in March 1988 and appointed The Capper Granger Agency to handle all advertising: firstly to persuade its members to vote in what was to...

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