The consultants warned Abrn Reband to Aberdeen Boss

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Advisers warned the former Aberdeen Chief Executive Stephen Bird As ABRDN, he asked rebranding and even the advice of the active manager to exclude marketing material.

Bird in the active manager in 2020, Bird, in 2021, Abrdn’e Abrdn, although he was aware of the name of Abrond, brand specialists got acquainted with this process.

In order to delete the majority of the vowels on behalf of society, the bird’s work is already taken partially due to the internet domain name for Aberdeen. Leo Douglas’s board, in the department, said that the bird was decided to use two sources to use the name of Abrud.

Wolff Olins, who is preparing to help with a rebrand, called the advice firm, a consultant Active manager Not to pass to Abrudn. The Fund’s marketing was not responsible for the annexation of the consultation, which is part of the Omnicom group, and the name of the name.

Two of those familiar with the process reminded of that Abrdn’s name When financial consumers were tested with focus groups, they did not “test”, but the bird still wanted to push forward.

Rebranding, the successor of the bird Jason Windsor became a public once Pass Company Brand to Aberdeen last week.

The Group was formed in 2017 from the Aberdeen combination and auction of Aberdeen to create one of the largest active managers in Europe.

But he had to fight the bird A combination of two different cultures A challenging environment for the stock market because investors transferred their money to low-valuable index viewers.

By financing and closing the bird knife and closing and closing with the baltal workplaces, the group left the FTSE 100 and removed from FTSE over the past few years.

Windsor took the role of bird in the last May based on a temporary basis Permanent CEO in September.

At the beginning of this month, the financial time expressed its financial time so that Aberdeen’s new name “makes it so much for you to write and move forward.”

The Windsor added that the company did not spend money on the consultants to return the company to Aberdeen, the first Abrad did not show how much the first Abrad is spent on the situation, and people acquainted with the situation, such agreements cost about $ 500,000.

Group A profit returned Last year, clients have made less money than their own funds and as investment returns improved.

Aberdeen said: “This is a work to be proud of a promising future. Our customers are a pragmatic decision because our customers, people and shareholders are aimed at delivery for our shareholders.”

Bird and Flint did not meet the desires of comment. Wolff refused to comment on Olins.