Abbey National Building Society: From Uncertainty to an Abbey Ending - IPA Effectiveness Awards Case Study 1990

Brief Description: Abbey National's corporate advertising during 1989. Public were concerned about impact of transition to plc (possible rise in mortgage rates). Fear that customers would switch providers. Objective: to maintain goodwill whilst changing the company's status from building society to plc. A mortgage specific campaign. Media: TV (2 bursts), press. Evaluation: a major turnaround in Abbey National's share of lending which was reflected in profits. ;---(TAGS)--- Full Title: From uncertainty to an Abbey ending ; Number: 1990/412 ; Brand Name: Abbey National Building Society ; Client: Abbey National Building Society ; IPA_ProductCoding: Financial Services (Banks/building societies/friendly societies/banking services/accounts) ; Agency: Publicis ; Author: Nick Simmonds ;