Len Borgstom has kindly supplied this old image showing Tony Perrin's (UK ABU Boss) advertizing agent in the 60's displaying the full page ads for Ambassadeur!
Please forgive my nostalgia!!
Have a Merry Christmas and a great New Ambassadeur Year!
was often created on negatives before the digital age like
this one below.
is a huge A3 size negative created for a poster.
Although A.B.Urfabriken began as a watch making firm in Sweden so long ago, the build quality of its fishing equipment saw it sold right around the world!
I have amassed a large number of advertizements (such as these below) linked elsewhere on this site but the most numerous and in colour have to be the ABU Garcia USA (being the biggest market) advertizements (see Text links above) which are so interesting , so attractive, even a non fisherman would stop to read the details and be encouraged to purchase based on the details provided.
ABU also saw the need to educate its dealers regarding up-coming/newly released equipment, like this 1976 publication below.
These booklets (6 in the complete set) are also Swedish dealer instructional pamphlets which I now own.
Naturally, as throughout this website, I asked my friend Len Borgstrom, calling upon him for 1st person, accurate recollection of facts. In response to my probing questions he always happily responds to share insights that are not necessarily document elsewhere.
I think it must have been in the early 1960s when my father and
I went to
As fishermen in
Take care! Len
Almost at the same time as I received this info re ABU's venture into Africa from Len, I received info to say that I would soon be receiving some supporting historical images also from Gary Moran in Africa.
"I don't know if you made contact with Cyril Caro Agencies?. Cyril Caro used to bring in Abu products from around the mid Seventies, Cyril has passed away and the company is currently being run by his son Simon. They are no longer the Abu agents, Eezee Gold took this agency over around the mid Nineties, as it was under the umbrella of Pure Fishing. As of last week the agency has once again changed hands. If you can bear with me I will send you a number of Abu adverts dating back from around 1955. I have a collection of fishing magazines.
It seems everyone wants to help! Look for a South African page
now and some efforts to get the South American page rolling.
It seems everyone wants to help! Look for a South African page now and some efforts to get the South American page rolling.
USA : The largest Market for ABU
Initially in the 40's , it was local sales that were the main concern for the Swedish ABU company, but avid fishermen around the globe, soon realized the quality of its products.
ABU management travelled overseas to promote its wares in the USA initially (to Garcia and eventually Zebco) , and soon began advertizing in USA, Europe, as well as Australia (even before they had stitched up a distributor here). If anyone knows more of the Asian, African and South American marketing regimes , please advise me.
ABU management not only sold its wares but established networks/relationships with 3rd party companies like Heddon, Burke, Pfleuger, Zangi etc who were soon in commercial relationship with ABU.
It is amazing that their quality equipment was sufficiently well thought of and bought behind the Iron Curtain counties as well as Scandinavian and English speaking countries. .
There are a multitude of reasons why this company was so successful, but I think high visibility in the market-place must surely be attributed to its English language translation of the Catalogs containing so much more than mere fishing equipment. Along with the English versions, the catalogs appeared in a dozen or more languages and more detail is available here.
Even an Austrian Fishing tackle company called Kossler produced it own catlogs, largely devoted to ABU.
ABU mainly were advertized in the print media, of monthly, yearly fishing magazines for many decades but eventually they hit a critical mass whereupon fans/collectors (like myself) use new age media to promote the glories of ABU. Even after (the original Borgstrom family ownership) the huge number of company management transitions culminating in the present Pure Fishing conglomerate ownership, we see Television advertizements, company websites, DVD production. I am unsure if radio was ever utilized to promote the product.
Please advise me if you have any further knowledge on this matter to share.