UBS launches major global brand campaign

Alex Sword


The Financial Services Forum

UBS has launched one of the biggest brand investments in its history, as it seeks to define itself following the acquisition of Credit Suisse.

Called ‘Banking is our craft’, the multi-channel campaign emphasises the expertise required to deliver personalised financial success.

It kicked off on 23 January in the US and the UK. An additional ten markets around the world will follow in February. It will run across digital and print media, content partners, sponsorship, events and social media.

UBS worked with Publicis Groupe and brand consultancy Prophet on the project.

The campaign comes nearly eight months after UBS completed the acquisition of its ailing rival Credit Suisse, creating a combined business with over $5 trillion in total invested assets.

John McDonald, UBS Group Chief Marketing Officer and Head Brand Management, said: “’Banking is our craft’ embodies core UBS qualities such as dedication, excellence and a combination of heritage and vision.

“It acknowledges that over the course of its 160-year history, UBS has worked to perfect what it does to the point where we consider it a craft.”

Sergio P. Ermotti, UBS Group Chief Executive Officer, said: “At this defining moment in UBS’s history, now is the ideal time to renew our brand as we look to progress the integration and drive further growth. This campaign portrays UBS as a strengthened, global firm, and helps reshape how our clients, prospects and investors perceive us.”

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