The merger of Aberdeen Asset Management and Standard Life Investments created a global investment powerhouse with a vast array of products and capabilities. But observers questioned the benefits of this seemingly defensive marriage, cynical as to whether it could offer much beyond patchy Emerging Markets and Absolute Return expertise. And advisers and clients throughout EMEA, the US and Asia sought reassurance that ASI could now provide genuine benefits for all, whatever their needs.
We launched a global investment capabilities comms campaign which showcases in an emotionally engaging way ASI’s breadth and depth of expertise, combined uniquely to answer specific client need. Building our execution around the proposition: ‘Broadening and interconnecting our global expertise for better client outcomes’, we started with a key, launch execution and we now have a suite of six.