Abbey employs frock tactics

The Diary has noted with interest the dual strategies of many building societies which are preventing new customers joining by hiking the minimum deposits while at the same time trying to attract white knights to come to their rescue and buy them.

Abbey National does not have to do either now that it is a bank and is taking over National & Provincial for 1.35bn. Instead it is going into the fashion world or, more accurately, the “fabric-free fashion” world. The fabric-free outfits are made entirely from the Abbey National Multifunction Cards. Created by first-year fashion students, they chart the history of money from the Stone Age to the Space Age. Proceeds from the show will go to the

charity, NCH Action for Children.

“The show enables us to assist students in gaining invaluable experience and exposure,” says Abbey’s marketing director Ambrose McGinn. Our picture shows that they are not the only ones gaining exposure – apparently the cards don’t stretch far.

money woman

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here