The world of asset management is facing unprecedented challenges – from greater suitability requirements, to increased pressures on margins, to growing questions over the value of active investment itself. In this environment, every asset manager needs a distinct reason for their existence – and a brand that makes this value clear and compelling.
Our principals have decades of experience in asset management as branding strategists, in-house marketing heads, brand agency directors and investment writing specialists.
We understand the fast-changing regulatory, commercial, macro-economic and societal dynamics you face in growing your brand and your asset base. Most of all, we recognise the challenges and concerns that are front of mind for different audiences. We formulate brand strategies, capability propositions and product campaigns that truly resonate with the investors with whom you wish to engage.
Piers joined international fund manager Aberdeen Asset Management in 1995, then responsible for closed-end fund marketing in the UK. Piers became group head of marketing in 2007 and then their first Group Head of Brand in 2012. In 2013 he was responsible for launching the refreshed Aberdeen brand globally through a global advertising campaign in 26 countries and 11 languages. His early career was in advertising and journalism before specialising in financial communication for asset management. He was the award winner for “outstanding industry contribution” at Investment Week’s Investment Company of the Year Awards in November 2018. He established Warhorse in 2017.
Georgina worked for Aberdeen Asset Management, joining the first Brand team in 2013, and was Senior Global Brand Manager until the merger with Standard Life in 2018. She was responsible for international relationships across 26 countries, covering brand and communications and delivering campaigns to all key client segments. A graduate in Modern European Languages from the University of Edinburgh, Georgina previously worked as a financial services lobbyist in London, Brussels, Singapore and Washington DC, and before that she worked in sales for a private bank in Madrid. She joined as a partner in 2018
James has extensive knowledge of the asset management business with a particular focus on distribution and marketing of funds and investment companies in the UK market. He developed and implemented JP Morgan Investment Trust business’ distribution strategy. Over the last 15 years he has advised numerous investment company Boards. He also has a thorough understanding of the governance and regulatory environment that investment companies are having to operate. In addition to his detailed knowledge of the investment company business he has held investment management roles, both as a UK equity fund manager and Investment Director responsible for asset allocation as well as stock selection.
An all-round senior marketing professional, Ian’s career has encompassed several senior asset management and communication roles, including posts with the Association of Investment Companies and Allianz Global Investors in London. Before this, he was Head of Investment Trust Marketing at Gartmore Investment Management.. He specialises in the development and roll-out of strategic marketing campaigns, with particular focus on retail investors. Ian provides marketing, communications and regulatory support for asset managers, with specialist knowledge of closed-ended funds. He combines in-depth product knowledge with an awareness of the constantly evolving regulatory regime. He is an accomplished investment writer and has provided regular content for JPMorgan Asset Management and other groups. He is retained by Aberdeen Standard Investments as a marketing consultant.
Tamsin Webb is a highly experienced investment marketing and communications specialist. Early roles at Schroders and Goldman Sachs Asset Management as a Marketing Manager were followed by her appointment, in 2001, as Head of UK Funds Marketing at Dresdner RCM (now Allianz Global Investors). In 2007, following maternity leave, she joined Thames River Capital as a marketing project manager to support to their entry into the B2B retail market. She re-joined AGI part time in 2008 as Marketing Manager for their Investment Trust range spending the next eight years working on extensive campaign management, marketing management and board reporting roles. Since 2016 she has worked as an asset management marketing consultant; most recently as marketing and communications manager for a firm of financial advisers. Tamsin brings huge experience in the disciplines of marketing strategy, analysis, campaign management and execution for clients.
Juliet Oxborrow is an award-winning former financial journalist. Having worked in-house for JPMorgan Asset Management for three years, she set up her own writing and communications agency in 2004 to support advertising, marketing and thought leadership. Her clients include asset managers, investment banks, advisory firms, platforms and professional services companies. Juliet works with Warhorse to help develop clear differentiation, propositions and communications for asset management clients, whether in advertising, content or presentations.
Michelle has over 15 years' experience working in Senior Executive Assistant positions in the Jersey Finance Industry. Michelle and Warhorse Partners have been successfully working together since Summer 2020.
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