An AMV BBDO advertising supplement: Leeds awards pounds 5m ad task to AMV after four-month search

8 March, 1985

8 March, 1985

Abbott Mead Vickers has landed the Leeds Permanent Building Society’s

pounds 5 million-plus advertising account after a four-month review.

John Handforth, the assistant general manager at the Leeds, acknowledged

the success of its former agency, AAP Ketchum’s advertising. He said:

’The incumbent was competing from strength but it was difficult to

resist David Abbott’s brand of advertising evangelism.’

Abbott Mead Vickers landed the Leeds account after a four-way pitch

against the incumbent, Gold Greenlees Trott and Young & Rubicam.

Six months later, AMV unveiled its first work for the Leeds with two

60-second commercials for the Liquid Gold high-interest instant access


Created by the art and copy team of Andy Arghyrou and Derek Day, the

commercials featured Minder star, George Cole. The work used the line

’Laughing all the way to the Leeds’ and were shot by Graham Rose of Rose

Hackney. They were accompanied by press and point-of-sale work.

Cole starred in all Leeds TV work until 1994. In one ad, George met his

twin, Gerry; in another, he played a butler.

In 1991, AMV launched its biggest campaign for the Leeds, a pounds 6

million burst for its new Home Arranger service. Cole starred as the

father of a bride-to-be who threatens to cancel the wedding because the

groom has failed to buy a house. Cole drags him off to a Leeds home

arranger so the wedding can go ahead.

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