Aegon Asset Management rebrands to build business

Investment management company Aegon Asset Management, sister company to Aegon UK, is rebranding as Kames Capital.


The rebrand is part of the company’s strategy to grow its global third party business.

The rebrand has been carried out by the consultancy Onesixtyfourth and creative agency Whitestone. The new name reflects Aegon’s Scottish Heritage and links to Scottish Equitable,as Lord Kames was a Scottish philosopher, judge and writer who inspired philosopher David Hume and economist Adam Smith.

Founding partner of Onesixtyfourth Anne Bahr Thompson says: “Aegon Asset Management UK needed to clarify the distinction between their business and that of the parent insurance group. This clarity is vital in their highly competitive and rapidly evolving industry.”

Chief marketing officer of Kames Capital Andrew Bell adds: “We wanted to send a signal to the market that we are dedicated to growing our third party business and that our values and motivations are focused on sustaining and increasing capital for our clients.”

Kames Capital is based in London and Edinburgh and handles £49 bn worth of investments.

Aegon UK restructured its marketing team to exploit upcoming regulatory changes that will likely increase the pool of prospective customers last month. The company appointed Friends Provident managing director Paul McMahon to the newly created role of group marketing director.

The company is a sponsorship partner of the Lawn Tennis Association.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here