Aberdeen Asset Management has launched global branding exercise to refresh its global brand advertising campaign for the first time in 30 years.
This 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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This move has been taken after the research by the firm amongst clients, distributors and other stakeholders has identified perception gaps regarding the group’s scale of operations and its breadth of expertise across major asset classes.
Martin Gilbert, chief executive of Aberdeen Asset Management, siad:
"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 recognise 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."
Piers Currie, group head of brand at Aberdeen, added, "To be strong and effective, a global brand needs to stand for something clear, appealing and truthful. In asset management, some brands communicate size and strength; others focus on experience, and some, product choice."
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