Aberdeen Asset Management is embarking on first-ever global brand advertising campaign in 30 years starting today. The initial campaign, dubbed “Simply Asset Management,” 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.
The aim of the refreshed brand campaign is to help build a stronger global awareness and understanding of Aberdeen, according to the firm. 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.
“Aberdeen has come a long way in the past 30 years,” stated Martin Gilbert, Chief Executive of Aberdeen Asset Management. “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.”
As of March 31, the firm managed assets of US$322 billion on behalf of institutional and private investors.