In early May of 2013, Scottish firm Aberdeen Asset Management announced plans to run its first ever global brand advertising campaign. Launched on Monday May 20th, the campaign will run for six weeks in over 20 countries and focus on traditional print, outdoor and digital media.

Piers Currie, Group Head of Brand at Aberdeen, tells Money Management Executive that the campaign aims to deepen its penetration in key wholesale markets such as the U.S. and to foster a stronger awareness of what the Aberdeen brand stands for globally.

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