UBS reinforces its growth ambitions with new branding campaign

UBS has unveiled a new global brand campaign to reshape how clients, prospects and investors perceive the combined firm, following the merger of the holding companies UBS Group AG and Credit Suisse Group AG in December last year. 

Also known as “Banking is our Craft”, the campaign was created in collaboration with Publicis Groupe and Prophet. The campaign aims to increase brand awareness and familiarity, reinforcing UBS’s strong reputation and fostering long-term growth.

Kicking off in the US and the UK, the campaign is rolling out in Singapore, Hong Kong, Japan, Brazil, Mexico, Germany, Italy, Spain, Australia and the Middle East from February onwards, covering a total of 12 key markets.

The campaign includes an online video that showcases how the bank views banking as a craft in its service. The video emphasises the bank's commitment to providing a high level of craftsmanship and attention to detail in its banking services.

In terms of the medium of promotion, the campaign is launched at an array of channels and platforms such as digital and print media, content partners, sponsorship, events and social media.

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.”

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.”

MARKETING-INTERACTIVE has reached out to UBS for more information.

Don’t miss: UBS expects to complete Credit Suisse acquisition as early as 12 June

Back in September last year, UBS entered into a Memorandum of Understanding (MOU) with the Industrial and Commercial Bank of China (ICBC). The two companies explore strategic collaborations across asset management, wealth management, investment and corporate banking, across Mainland China, cross-border and overseas markets.

The MoU has a comprehensive and diversified scope, including product development and distribution, client coverage, global markets trading, investment and financing, research, asset custody and training and exchange of expertise.

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