Brief Description: First Fry & Laurie campaign in 1988. Paper looks at why a new campaign was necessary, with the need to improve branding and awareness of the Society. Econometric analysis showed the effectiveness of the campaign. Advertising shown to create brand awareness. ---(TAGS)---Full Title: Alliance & Leicester Building Society - Alliance & Leicester: Advertising for success in the financial market; Number: 1988/65; Brand: Alliance & Leicester Building Society; Client: Alliance & Leicester; Product Category: Financial Services (Banks/Building Societies/Friendly Societies, banking services, accounts); Agency: BMP Davidson Pearce; Author: Yvonne Maclean; Prize Winners: Second Prize; (Adworks ref: Advertising Works 5)