abrdn Appoints Iris as Lead Global Brand Marketing Agency

abrdn, previously known as Standard Life Aberdeen, has appointed Iris as its new lead global brand marketing agency. The integrated creative agency will be tasked with creating a global brand launch campaign strategy for abrdn’s new brand strategy and positioning in the UK and numerous markets around the world. 

Simon Bailey, global head of brand at abrdn commented: “This is a pivotal moment for us as we transition to our new mono brand strategy. Working with Wolff Olins we shaped a clear and differentiated position focused on making our clients better investors, empowering people to plan, save and invest to capture life’s opportunities. We are now delighted to be working with Iris to bring this proposition to life through an activation strategy that generates real cut through. We were impressed how quickly Iris really understood the brief and their blend of strategic and executional capability gives us huge confidence to accelerate forward.”

Claire Humphris, CEO Iris London, added: “abrdn, one of the largest investment and asset management companies in the UK, is on a mission to transform its brand and business. There’s a great sense of momentum around change – starting with the name and flowing through to the whole business – which will be aligned behind the new brand. Differentiation in the financial services sector will mean breaking the category norms and we’ve got the right blend of strategic and creative talent to help them get this right.” 

This is the first time abrdn have appointed a lead global brand agency. The pitch was handled independently.