UBS Reveals Extensive Branding Campaign Following Credit Suisse Acquisition, Investing Heavily to Revitalize Its Image. Switzerland's largest bank adopts the tagline 'Banking is our craft' in a bid to appeal to potential clients for its wealth management, asset management, and investment banking services.
UBS has chosen not to disclose the precise expenditure for the campaign, encompassing online and print ads, sponsorships, events, social media, and billboards. According to UBS Group Chief Marketing Officer John McDonald, this marks the most substantial investment in the brand since 2016, emphasizing its alignment with growth ambitions. The primary objective is to increase UBS's visibility among potential customers, ensuring they are more inclined to consider UBS when selecting a wealth manager.
The choice to introduce a new tagline dates back to April 2023, following the orchestrated rescue of Credit Suisse by Swiss authorities to avert a wider banking crisis, leading to the return of former CEO Sergio Ermotti to UBS. Historically, UBS has employed slogans like "We will not rest" and "For some of life’s questions, you are not alone. Together we can find an answer" in previous marketing campaigns.