Cutting out the middleman

Marketing

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West Bromwich Building Society launched a guaranteed equity bond (GEB) with a 150% participation rate at the end of August, the highest so far from any UK provider. "As West Bromwich's first direct marketing campaign, we have taken commission away from ourselves and used it to offer higher participation rates," says Andy Heseltine, marketing manager at the building society. In fact it's all part of a growing trend in which direct marketing seems to be in the ascendance.

West Bromwich usuall

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