Henderson Global Investors has bought in ex-Chelsea and current Real Madrid boss José Mourinho to front its latest ad campaign.
Premiership title winner Mourinho will appear in the group's new advertising campaign starting at the end of this month, with Henderson hoping Mourinho's star quality entices investors.
The campaign will feature the "special one" in outdoor, online, national and trade press and below-the-line promotions.
Andrew Formica, chief executive of Henderson, said: "We have worked hard over the last few years to bring together exceptionally talented and experienced people. There is a high energy at Henderson with a sharp focus on delivering superior investment outcomes for our clients.
"José's success has been built on his passion and drive aligned with careful planning and getting the best from his teams. All of these apply equally to the business of investment management, which is why I am delighted to have José on our team."
Mourinho said of his move: "In my job I answer to fans who expect 100% commitment. It is what I expect of myself and my team. To be associated with a company I must be sure it shares my passion for delivering results and has good reason to be confident about its abilities.
"That is what impresses me about Henderson. For me, that is why Henderson is special."
‘Important to have an anchor’
Lack of innovation for solutions
Some 2,000 consumers affected
Achievements, charity work and other happy snippets