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Mellon in global push

Mellon Financial Corporation is rebranding its UK investment house Newton Fund Managers as Mellon Newton.

The move is part of a wider initiative by Mellon to incorporate a common visual identity among its asset management subsidiaries. The move will also see London-based Mellon Global Investments and Mellon Global Alternative Investments given new identities incorporating the Mellon logo.

Until now, Mellon has been a low-profile name in the UK retail fund management arena but the rebrand illustrates the firm&#39s intention to develop Mellon as a major global brand in asset management.

Mellon Global Investments head of global marketing Simon Wombwell says: “We decided that the time was right to create a visual identity to reflect that our UK and international salesforces will be promoting an increasing number of products from Mellon&#39s investment management subsidiaries as well as continuing to sell Newton products.

“Additionally, the launch of new products, such as our hedge fund of funds range through Mellon Global Alternative Investments, has inc-reased the need to visually differentiate ourselves in a competitive marketplace.”

Mellon Newton chief executive Helena Morrissey says: “With the true market value in the Newton brand, we wanted to keep the name while reflecting the linkage to the parent brand of Mellon.”

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