Investment firm Abrdn – formerly known as Standard Life Aberdeen – has handed its UK and EMEA performance marketing brief to Starcom following a competitive pitch.
The assignment will be led from London by Starcom’s specialist Performics unit, which will support Abrdn’s ongoing rebranding efforts and digital transformation across the PLC and all its divisions, investments, adviser and personal.
The Publicis-owned agency’s scope includes all digital assignments for the brand, encompassing customer segmentation insight, paid search, SEO, content, conversion rate optimisation, affiliates, social and programmatic display activity across 28 markets, including the UK, France and Germany.
The client says it chose Starcom after the agency proved it could work with scaled, multi-language programmes, as well as the wide offering of translation services, in-house tech and innovation tools.
Abrdn head of global marketing and analytics Mathew Greenlay said: “The Performics team brought an impressive approach throughout the process. They precisely blend the right mix of expertise across media, data and technology to support us in our growth ambitions, in particular scaling D2C and strong localisation experience.”
Performics managing partner Paul Kasamias added: “Abrdn is a really forward-thinking financial services business that is relentlessly focussed on helping its customers achieve their investment goals.
“To have been chosen as their partner, against strong competition from both specialists and other holding groups, is a huge achievement for us and a personal highlight for me in 2022 so far. We can’t wait to get going and support Abrdn on their ongoing transformation journey.”
Iris was appointed by Abrdn in July 2021 to create a global launch strategy and positioning in the UK and markets around the world and unveiled its first work in November. The rebrand was devised by Wolff Olins.
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