Direct Debit: The popularisation of Direct Debit - IPA Effectiveness Awards Case Study 1998

Brief Description: It took several campaigns to win over a sceptical public but by 1997 a climate of positive opinion was created. Bill paying customers saved 640m hours in 1997 alone. Since 1985 the service saved British industry £3.6m. Advertising paid for itself 40 times over, responsible for £700m of financial savings. Mailings effectiveness increased by 30% ;---(TAGS)--- Full Title: The popularisation of Direct Debit - the effects not of one campaign but of several ; Number: 1998/28 ; Brand Name: Direct Debit ; Client: Bacs ; IPA_ProductCoding: Financial Services (Financial products miscellaneous) ; Agency: Euro RSCG Wnek Gosper ; Author: Sue Pedley - Euro RSCG, Ken Brown - BACS ;