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Switzerland's biggest lender will use the slogan "Banking is our
craft" as it seeks to attract new customers to its wealth
management, asset management, and investment banking franchises.
UBS declined to reveal the exact cost of the campaign, which
will include online and printed advertisements, sponsorship,
events, social media and billboards.
"This is the most we're investing in the brand since 2016," UBS
Group Chief Marketing Officer John McDonald told Reuters. "This
is about driving the business towards its growth ambitions."
"We want to make sure prospective customers become more familiar
with UBS so they're more likely to consider us when it's time to
choose a wealth manager, for instance."
The decision to come up with a new tagline goes back to April
2023, after the rescue of Credit Suisse was arranged by Swiss
authorities to stave off a broader banking crisis and former CEO
Sergio Ermotti returned to UBS.
In the past UBS has used the slogans "We will not rest" and "For
some of life's questions you are not alone. Together we can find
an answer," in previous campaigns.
The new campaign was developed together with advertising firm
Publicis and brand strategy company Prophet.
"This campaign portrays UBS as a strengthened, global firm, and
helps reshape how our clients, prospects and investors perceive
us," Ermotti said.
The bank, which oversees more than $5 trillion in assets and is
currently integrating Credit Suisse, has already agreed to
continue the fallen bank's longstanding sponsorship of the Swiss
national football team and tennis legend Roger Federer.
The global campaign will go live first in Britain and the United
States from Tuesday before being rolled out to 10 other
countries, including Singapore, Australia, Germany and Japan.
The concept of "craft" evokes the best attributes of Swissness,
McDonald said, and would help raise awareness of UBS
particularly in the United States and the Asia-Pacific region.
"Craft signals personal attention, care, expertise, precision,
passion," McDonald said. "...in a sense of a carefully curated
expertise that's deployed for an individual customer."
($1 = 0.8683 Swiss francs)
($1 = 0.8670 Swiss francs)
(Reporting by John Revill, Editing by Linda Pasquini and Ros
Russell)
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