The 007 franchise has remained a consistent money-spinner since 1963. But while James Bond always likes a Martini and a sharp-fitting tux, his character has shifted in line with the actors who’ve played him. As Daniel Craig is rumoured to be leaving the franchise to star in a US TV series, we ask, which financial bonds suit their movie namesake? And how do Daniel Craig's bonds measure up?
Gilt / Government bonds – Sean Connery
Connery’s position as ‘the classic’ Bond makes him the Martini-swilling equivalent of a government bond or gilt, a timeless and staple component of any investment portfolio. Like a gilt, Connery’s suave and witty performance means he can always be relied on to deliver the goods.
Similarly, while gilt prices will fluctuate from day-to-day, investors who hold gilts from issue to maturity can be almost certain their interest and principal will be repaid in full – making them, like Connery, a safe bet.
Retail bonds – Roger Moore
Moore was the man that made Bond accessible to a wide audience. Just as Moore’s softer, funnier Bond generated a more diverse fan-base, retail bonds can be issued by a number of issuers via the London Stock Exchange's Order Book for Retail Bonds (ORB), and can be traded by anyone.
Nevertheless, public opinion has also wavered on both.
Moore became the subject of criticism for staying in the game too long - he was 57 when he took the lead in A View to a Kill - while some have questioned whether the ORB is still fit for its original purpose.
Minibonds – George Lazenby
Compared to the ‘big’ Bonds, Lazenby is a relatively small footnote in Bond history. A model-turned-actor, Lazenby was a novelty but had little experience – leading many to question his ability.
Minibonds are similarly unreliable, being almost exclusively unsecured, non-transferable and offering distinctly modest returns. The one differentiator is that minibonds have are their long terms, although their popularity, like Lazenby’s, may be a flash in the pan.
Junk bonds – Timothy Dalton
Not to say that Dalton was ‘junk’, but he was certainly an acquired taste. During his short stint as Bond he also built a reputation as a risk taker, doing far more of his own stunts than previous actors, and insisted on cutting many of the one-liners that had made Moore so popular. Junk bonds can also be killjoys.
Although they promise high yields, much like the ex-Royal Shakespeare Company actor they often fail to achieve what they offer. Indeed, as with a License to Kill, these bonds are predisposed to giving investors a financial beating.
SME Bonds – Daniel Craig
A reputation as a daredevil, but in actuality a honed weapon that takes calculated risks - Daniel Craig has a lot of similarities to SME bonds. While these are perceived by many to be high risk, they can prove a profitable and relatively secure investment.
While Bond has always been British, Craig’s gritty, no-nonsense personality ties him to the regions – where SMEs are the lifeblood of local economies and critically important to the future success of UK plc.