Taking the bull by the horns

A rebrand, a marketing campaign and a story to tell, newly renamed Ignis Asset Management is looking to steal a march on a market reeling from the effects of recession, marketing director Jonathan Polin explains

At the tail end of last year the Ignis Asset Management brand was born. Ignis is the Latin word for fire or burn. So the new name for Resolution Asset Management (following its takeover by the Pearl Group in late 2007) is intended to keep the existing business 'ignited' and according to marketing director Jonathan Polin does not signal a significant change of direction. Polin insists the core strategy at the heart of Resolution, to provide best-in-breed investment management propositions, will continue under the new Ignis badge. However, he stresses the company post takeover will be muc...