How Aberdeen Reached Investors with Broadcast-Quality Webinars

The Challenge

Aberdeen is a long-standing manager of investment trusts and other client portfolios, with £518bn AUMA as at 30 June 2025 (formerly trading as abrdn).

During COVID-19, investor communications shifted rapidly. In place of physical AGMs, Aberdeen discovered that virtual pre-AGM webinars allowed it to reach larger audiences across its 21 investment trusts. But the stakes were high: these were regulated, investor-facing events. They had to be professional, reliable, and reflective of the brand’s reputation.

What They Needed

Aberdeen needed a partner who could:

• Deliver seamless technical reliability for senior stakeholders presenting live.
• Create events that felt broadcast-quality, not just another Zoom call.
• Provide a consistent, branded format across all 21 trusts.
• Extend the value of each event beyond the live moment.

Our Approach

We worked as an extension of Aberdeen’s team, focusing on removing risk and building confidence. This meant:

• Running full tech checks with every speaker — ensuring correct set-ups, backgrounds, and familiarity with the platform.
• Designing branded registration pages and managing the full comms journey (alerts, reminders, post-event follow-up).
• Monitoring registrations and attendance so Aberdeen had clear visibility of its audience.
• Managing the live production, troubleshooting in real-time, and moderating Q&A seamlessly.
• Editing every session into on-demand videos, so content continued to deliver value after the event.

The Results

• Reach: Larger, more engaged audiences across all 21 investment trusts.
• Reliability: Senior fund managers and chairpersons could focus on their message, not the mechanics.
• Reassurance: Investors received polished, professional communications at a critical time.
• Longevity: On-demand versions extended the life and impact of each webinar.

The Takeaway

For Aberdeen, these webinars weren’t just a temporary fix — they became a proven, repeatable model for investor communications. The success reinforced a simple truth: production quality is a reflection of brand quality. When events look and feel broadcast-standard, investors feel reassured, engaged, and confident in the message.

What This Means For You

If you’re responsible for investor communications or high-stakes webinars, the lesson is clear: credibility comes from execution. At Bombora, we partner with marketing teams to deliver seamless, broadcast-quality events that protect brand trust and amplify audience engagement.

Source: Aberdeen Group plc, AUMA £518bn as at 30 June 2025.

Services Highlighted in This Project

• Webinars & Live Streaming: Just as we delivered pre-AGM webinars for abrdn with multiple remote speakers, chairpersons, and fund managers, we can also ensure that your virtual events run smoothly — with full tech checks, speaker coaching, and real-time troubleshooting so you can focus on the message, not the mechanics.
• Virtual Events:  Just as we managed full event logistics for abrdn, from platform setup to live moderation and Q&A facilitation, we can also deliver professional virtual experiences for you — designed for engagement, interactivity, and audience confidence.
• Highlights Videos:  Just as we edited abrdn’s webinars for on-demand viewing, we can help you repurpose your live content into polished video assets — so your events continue to deliver value and engagement long after they end.

Other Services We Offer

• Social Media Live Streaming: Extend the reach of your events to new and broader audiences.
• Hybrid Events: Combine in-room presence with seamless digital access for a richer audience experience.
• Branded Graphics Packages: Add visual polish and brand consistency to your webinar series with tailored motion graphics and overlays.
• Promotional Services:  Drive attendance and engagement with smart email campaigns, branded invites, and post-event amplification.
• Video Podcast Production Services: Produce professional video podcasts featuring interviews, expert insights, or branded conversations. We provide studio or on-location filming, multi-camera production, broadcast-quality audio, and editing—creating engaging content ready for YouTube, LinkedIn, and audio platforms.

Whether you’re connecting with investors, clients, or global teams, we’re your partner for clear, confident, and compelling live communication.

Want to know more? Planning your webinar or event? Get in touch to arrange a call.