Aberdeen Asset Management

A Global rebrand in the digital world



2012 saw Aberdeen Asset Management’s arrival into the UK FTSE 100. Being one of the UK’s largest managers with over £200 billion of assets under management, they are now operating on a global stage.

So when they launched their first ever global brand advertising campaign in May 2013 we were always going to play our part, as we’ve been part of the team since we began working closely with them practically on a daily bases since 2010.


Collaborating with the AAM brand team and their various partner agencies, Dog’s role was to interpret the creative offline work and bring it to life for the digital world.

Dog's creative strategy was simple: Make Aberdeen's adverts resonate with digital audiences. Our process was varied. We filmed a live (and feisty kestrel) and harnessed the skills of our in house 3d and flash animators to do the rest. They even made a giraffe blink. A complex activation on a global scale, the digital advertising schedule was a huge task considering the range of specs, placements, and copy rotation required.



Altogether, the campaign included 165 online ads, across 5 creative executions, 32 formats and 11 languages.

Amazingly we turned the whole global campaign around in two months. With 17 versions of the schedule, our digital adverts generated 35 million impressions across the world in target regions.

Significantly increasing the visibility and brand footprint of Aberdeen Asset Management in Europe, Asia and in the US, this digital advertising campaign was so successful that we've been creating and rolling out Aberdeen's digital ads ever since.