Abbey launches £7m ‘My Money’ campaign

Abbey, the bank at the centre of fevered takeover speculation, launches a &£7m advertising campaign this week.

The advertising, created by TBWA/London, features a character called “Me” and his alter ego, “My Money”, focusing on people’s relationship with their money rather than their bank. It uses the tagline: “Abbey. It’s about you and your money.”

The campaign, which takes in television, outdoor, press and radio, breaks during Coronation Street today (Wednesday) and will run until the end of October. The work was overseen by Abbey customer propositions director Angus Porter.

Banco Santander Central Hispano is trying to speed up its &£8.3bn agreed bid for Abbey, amid growing speculation that other major UK banks, including Halifax Bank of Scotland and Lloyds TSB, could table destabilising counter bids.