Bradford & Bingley Building Society: Building business through advertising IPA Effectiveness Award 1986

Brief Description: Paper shows how tactical campaign succeeded in improving B&B account openings. Background detailed, strong competition, more sophisticated customers and shrinking market growth was affecting company's strong position. Aim was to stimulate growth and build awareness. TV bursts and continuous press campaign showing rates information. Tracking showed an increase in brand and ad awareness ;---(TAGS)--- Full Title: Bradford & Bingley Building Society : building business through advertising ; Number: 1986/57 ; Brand Name: Bradford & Bingley Building Society ; Client: Bradford & Bingley Building Society ; IPA_ProductCoding: Financial Services (Banks/building societies/friendly societies/banking services/accounts) ; Agency: Leo Burnett ; Author: Jocelyn Horsfall ;