Joanna Lumley lends voice to Aberdeen’s cartoons

Aberdeen Asset Management has released a series of cartoons, voiced by Joanna Lumley, to explain the “seven deadly sins of multi-asset investing”.

Joanna Lumley has voiced a series of cartoons for Aberdeen Asset Management

The online animations featuring the New Avengers and Absolutely Fabulous star are the second collection produced by the fund manager and follow last year’s launch of the “ten golden rules of equity investing”, narrated by John Cleese.

Both series were adapted from booklets produced by Aberdeen, drawing on the experiences of fund managers, and are aimed at guiding investors away from common mistakes.

Piers Currie, the asset manager’s group head of brand, said: “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.”