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Advisers warned former Aberdeen Executive Director Stephen Bird Against Rebranding as Abrdn and even requested the manager of the asset to exclude his name of consulting in marketing material.
Bird, who took over a top job manager in 2020, decided to change the standard life name Aberdeen to Abrdn 2021, although experts warned him against him, according to three people familiar with the proceedings.
The Pird case for the removal of most of the vowels from the company name was partly thanks to the name of the Internet domain for Aberdeen, which has already been taken, people said. The Committee, under the guidance of Sir Douglas Flint as a chair, also supported Bird’s decision to use the name Abrdn, two sources said.
The Consultant’s company Wolff Olins, which was listed in Rebrand, called property manager not switch to Abrdn. He also asked the Fund group to clearly say in his marketing that the counseling, which is part of the GROUP OMNICA, is not responsible for coming in the name, people added.
Two people familiar with the procedure reminded of that The name Abdn He did not “test” well when he picked up the focus of a group of financial consumer, but said Bird still wanted to push forward.
Rebranding was widely ridiculed after becoming public, which encouraged Bird’s successor Jason Windsor da Transfer the company brand to Aberdeen Last week.
The group was formed from the merger of the standard Life and Aberdeen in 2017 to create one of the largest property managers at the time.
But the bird had to deal with connecting two different cultures And a difficult environment for stock funds, as investors transferred their money to cheap index trackers.
Bird took the knife on the cost of connecting and closing the funds and an ax of the job, while the group has been thrown twice with FTSE 100 in the last few years.
Windsor took over the role of the bird last May in a temporary basis and was made Permanent Executive Director in September.
He told the Financial Times earlier this month that the new name of Aberdeen “makes it easier for us to fully write and move on.”
Windsor added that the company did not spend money on counselors to change her name back to Aberdeen, which writes with a lower case A. Group never revealed how much she spent on the first Abrdn Rebrand, although people are familiar with the situation of estimating that such contracts cost about £ 500,000.
Group swinging on profit Last year, while buyers pulled out less money from their funds and how the investment refund improved.
Aberdeen said, “This is a job that needs to be proud, with a promising future. The name change is a pragmatic decision, because we focus on delivery of our clients, customers, people and shareholders.”
Bird and Flint did not respond to the comment demands. Wolff Olins refused to comment.
