Joanna Lumley narrates latest Aberdeen cartoon

Devil sinsAberdeen Asset Management has released a series of short cartoons voiced by British actress Joanna Lumley that illustrate the “seven deadly sins” of multi-asset investing. The animated series, which has been distributed on social media, follows the firm’s success with a similar project last year that featured actor John Cleese and has had over 2 million views on YouTube. Aberdeen says that both cartoon series were adapted from booklets produced by Aberdeen that draw on the experience of fund managers and are intended to guide investors away from common mistakes made when first investing in equity or multi-asset funds. The series is hosted on Aberdeen’s magazine channel, called Thinking aloud. The cartoons will be simultaneously released in the United States. Piers Currie, group head of brand, says: “This has been a really engaging project.Representing investment management in a more human, modern and dynamic way is not easy.We hope that what we’ve created is something that is not only entertaining but also offers some behavioural steers to investors of all types and ages.” Lumley has one of the most recognised voices in the UK. She recorded the voiceover for AOL greeting “you have email” and had a main role in the film The Wolf of Wall Street with Lionardo DiCaprio. The cartoon animation was compiled by Animade in London and the graphics are designed by John Devolle. Aberdeen’s digital team in London and Philadelphia have developed a social media distribution strategy to circulate the animations widely, through Linkedin, Twitter and financial publishers through Dianomi, the lead generation agency. The video with John Cleese, called Ten Golden Rules of Equity Investing, is here. ©2015 funds europe

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