Aberdeen Asset Management has said that it will embark on its first ever global brand advertising campaign in 30 years on May 20.
According to the company, the initial campaign will last for six weeks and will be seen in over 20 countries, in 13 different languages and will focus on traditional print, out-of-home and digital media.
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The new brand campaign is aimed at building stronger global awareness and understanding of Aberdeen.
Martin Gilbert, chief executive of Aberdeen Asset Management, said: "Aberdeen has come a long way in the past 30 years. Today we are a FTSE 100 company operating in 23 countries across Europe, Asia and the Americas. We recognize that our brand – how we look, what we say, what we value – now has to speak to a global audience. Equally, in a highly competitive marketplace, we felt we needed to work harder to say what we stand for and what makes us stand out as an investment partner."
The move comes in response to research carried out by the firm amongst clients, distributors and other stakeholders that has identified perception gaps regarding the group’s scale of operations and its breadth of expertise across major asset classes.
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