Henderson New Star has appointed Libertine to spearhead the rebrand campaign for the recently merged fund management brand.
The appointment follows the 100m acquisition of New Star Asset Management by Henderson Group in January.
The agency’s first work for the brand aims to promote the benefits of the combined business by considering how pairings of artists, musicians, sports people or writers might have worked together.
Duos include Salvador Dali and Andy Warhol, John Lennon and Bob Dylan, Zinedine Zidane and Stanley Matthews, and Alan Bennett and Noel Coward.
The campaign uses the strapline “together the possibilities are endless” and will run across national and trade press, outdoor and online. Media planning and buying for the campaign is being handled by Ptarmigan Media.
Libertine, which also developed a brand identity for the new company, won the business following a four-way pitch against The Gate, Girardot and Tangible Financial.
Henderson Global Investors head of marketing Charlotte Heath says the campaign will help it “stand out in a crowded market, and is reflective of the scale of our future potential.”
Henderson New Star will be the UK retail brand of Henderson Global Investors. The acquisition of New Star makes Henderson the UK’s fifth largest fund manager.