UBS launches global image campaign
Published: Tuesday, Jan 23rd 2024, 11:00
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Following the takeover of Credit Suisse, UBS is investing heavily in marketing. The big bank wants to improve its image worldwide and make the UBS brand better known.
Tuesday (today) saw the launch of the global brand campaign "Banking is our craft". It focuses on the bank's reputation and growth ambitions, UBS announced.
The aim is to "renew the way existing and potential customers and investors perceive the combined company". The campaign focuses on key markets and will initially be launched in the USA and the UK.
This will be followed by Singapore, Hong Kong, Japan, Brazil, Mexico, Germany, Italy, Spain, Australia and the Middle East. Various channels will be used for advertising, such as digital and print media, content partnerships, sponsorships, events and social media.
The campaign is one of the most important investments in the UBS brand in recent times, according to the press release. "We are at a decisive point in the history of UBS," said Group CEO Sergio Ermotti in the press release. Now is "the right moment" to reposition the brand.
Other campaign in Switzerland
The new brand campaign excludes Switzerland. This is because the big bank had already launched an image campaign on its home market last September with the slogan "A bank like Switzerland".
Ever since the emergency takeover of Credit Suisse in March 2023, UBS has been trying to distance itself from CS in its communications.
However, UBS intends to continue the active sponsorship of the defunct CS for sport, culture and society until at least the end of 2025. UBS will even take over CS's sponsorship of the Swiss Football Association until at least 2028.
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