Creating a new adviser story for a global investment company

abrdn wanted a new way of talking to advisers about how it can help their businesses thrive. We drew on a series of interviews with people inside and outside abrdn to write a new story that puts its offer in the wider context of societal and economic change.

We ran workshops for abrdn’s leadership community, sales team, operations team, marketing team and PR agency to help them tell the story convincingly. And we worked directly on content that brings the story to life. In testing, one adviser referred to the story as ‘spectacular’ while another said it ‘hits every issue that we’re thinking about as a business’.

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