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Rating:Aberdeen Takes Its Brand on a Global Tour Not Rated 0.0 Email Routing List Email & Route  Print Print
Wednesday, May 08, 2013

Aberdeen Takes Its Brand on a Global Tour

Reported by Tommy Fernandez

Aberdeen Asset Management is ready for its closeup.

The firm will embark on its first-ever global brand advertising campaign in 30 years on Monday, May 20.

The initial campaign will last for six weeks and will be launched in over 20 countries, in 13 different languages, and will focus on traditional print, outdoor and digital media.

“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," stated Piers Currie, Group Head of Brand at Aberdeen.

In a statement, Currie described the campaign in this way.
 “In a world that increasingly favors simplicity and rejects excessive complexity – particularly in financial services – we believe that the ‘simply asset management’ proposition is powerful and compelling. To communicate this message, we are coordinating a bold new advertising campaign across multiple media channels in over 20 countries. In key locations in major city markets, such as New York City’s Times Square and the NYSE building, London Heathrow’s Terminal 5, Hong Kong’s buses and Milan’s Duomo, we have acquired some iconic sites to maximize our visibility during the campaign period.”
Here is the press release:


Company Press Release

ABERDEEN TO LAUNCH FIRST GLOBAL BRAND ADVERTISING CAMPAIGN



  PHILADELPHIA, May 8, 2013 - Aberdeen Asset Management (“Aberdeen”) has refreshed its visual identity and will embark on its first-ever global brand advertising campaign in 30 years on Monday, May 20. The initial campaign will last for six weeks and will be launched in over 20 countries, in 13 different languages, and will focus on traditional print, outdoor and digital media.

  After a decade of rapid growth, Aberdeen has recognized that there is a need to effectively articulate its global presence, expanded product range and values. In most markets, Aberdeen’s pure focus on asset management and its continued independence are seen as highly favorable attributes. Research among clients, distributors and other stakeholders, however, identified perception gaps regarding Aberdeen’s scale of operations and its breadth of expertise across major asset classes. The research results also stressed the importance of Aberdeen’s strong collegial culture.

  The conclusion was that Aberdeen’s overall corporate proposition could be best characterized as “simply asset management” – a phrase that we believe encapsulates Aberdeen’s straightforward approach and single-minded focus.

  The aim of the refreshed brand campaign is to help build a stronger global awareness and understanding of Aberdeen. While Aberdeen has established a worldwide client base in the last decade, the campaign will support efforts to deepen its penetration in key wholesale markets such as the U.S.

  Martin Gilbert, Chief Executive of Aberdeen Asset Management, comments:

“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.”

Piers Currie, Group Head of Brand at Aberdeen, adds:

“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.

  “In a world that increasingly favors simplicity and rejects excessive complexity – particularly in financial services – we believe that the ‘simply asset management’ proposition is powerful and compelling. To communicate this message, we are coordinating a bold new advertising campaign across multiple media channels in over 20 countries. In key locations in major city markets, such as New York City’s Times Square and the NYSE building, London Heathrow’s Terminal 5, Hong Kong’s buses and Milan’s Duomo, we have acquired some iconic sites to maximize our visibility during the campaign period.”

  *The FTSE 100 Index comprises the 100 largest blue chip companies listed on the London Stock Exchange, which meet the Financial Times and Stock Exchange’s (FTSE) size and liquidity screening.

About Aberdeen – simply asset management

Aberdeen is an independent asset management company. Formed out of a management buy-out in Aberdeen, Scotland, in 1983, we are now a FTSE 100 company operating on-the-ground in over 23 countries across Europe, Asia and the Americas.

  We are defined by our pure focus on asset management, including equities, fixed income, property and multi-asset portfolios. All of our investment solutions are driven by our commitment to straightforward, transparent investment approaches that stress intensive, first-hand research and a long-term view.

As of March 31, 2013, we manage assets of US$322 billion on behalf of institutional and private investors.
 

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