UBS invests in brand

UBS has launched a new global brand campaign – “Banking is our craft” – to increase brand awareness and foster long-term growth.

The campaign is one of the most substantial brand investments the firm has made in its recent history and is designed to reshape perceptions of the brand's position in the market.

John McDonald, group chief marketing officer & head brand management at UBS, said the messaging combines UBS’s core values: dedication, excellence, 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,” McDonald said.

The campaign will focus on more than ten key markets, starting with the US and UK and expanding across Asia, Europe, and Latin America in February.

“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,” said Sergio P. Ermotti, group chief executive officer at UBS.

The campaign portrays UBS as a strong, global firm to its clients, prospects, and investors, Ermotti added.

The campaign will come alive across a variety of channels including digital and print media, content partners, sponsorship, events, and social media.

UBS is a leading wealth manager and universal bank based in Switzerland. Following its acquisition of Credit Suisse, UBS currently manages 5.5 trillion dollars of invested assets.