Icon Helps Raise US Brand Awareness Of Aberdeen Asset Management

Event branding specialist Icon has completed a successful project for Aberdeen Asset Management, as sponsor of one the largest collegiate rowing competitions in the US, the Aberdeen Dad Vail Regatta.  The event, which is held in Philadelphia every May, attracts entries from over 100 US and Canadian colleges and Universities, and Aberdeen views its sponsorship of the event as pivotal to establishing its brand in the US and its headquarters in Philadelphia.

Engaged by Aberdeen’s appointed agency WSM Sponsorship and building on the relationship that the two companies already had from working on Aberdeen’s previous sponsorship of the Oxford V Cambridge Boat Race, both agencies implemented a number of noticeable new branding opportunities for the regatta’s title sponsor.

Andrew Hodson, Icon’s sales and marketing director, explained more about the project; “Project and artwork management was handled from London and we were then able to call on our international partners in the US and Canada for the production and operations side of the project. This is a significant project for Icon as it is our first sports event project in the US, a market that offers real opportunities for an organisation with our experience backed by our own international network.”

Commenting on branding at this year’s event, Gary Marshall, CEO of Aberdeen Asset Management said; “The step up in terms of branding this year was very noticeable; commissioning Icon to oversee all on-site branding has really helped us to raise the bar in terms of our brand presence at the Aberdeen Dad Vail Regatta.”