Robin Geffen: profile

Robin Geffen has always done things differently. After studying at Oxford he joined the City in 1979, setting up Neptune Investment Management in 2002 – when hedge funds, rather than his style of long-term investing, were fashionable. Based in Hammersmith rather than upmarket Mayfair or in the bustling heart of the City, Geffen's campaign against Prudential is not his first. In 2006 he failed to stop Icelandic investor Baugur taking over House of Fraser . This year he tried to block Kraft buying Cadbury , fearful the deal would be "bad for everyone".