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Investment firm Abrdn makes a (lower) case for retrieving vowels
The Guardian
|March 05, 2025
When the UK fund manager Aberdeen removed the vowels from its name four years ago, it prompted a wave of whimsical mickey-taking and caused its boss to accuse those mocking Abrdn of "corporate bullying".
Now, its new boss has performed a U-turn and returned to the company's original name - but without capital letters.
Alongside the Edinburgh-based company's annual results, the chief executive, Jason Windsor, announced the "pragmatic decision" to bring back its vowels - and remove any "distractions", adding: "This is a group to be proud of, with a promising future. We will deliver by looking forward with confidence and removing distractions."
This story is from the March 05, 2025 edition of The Guardian.
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