UBS launches global branding campaign in US

NEW YORK: UBS launched its global branding campaign in the US on October 12, bringing the theme of "We will not rest" to advertisements in The Wall Street Journal and Financial Times.

NEW YORK: UBS launched its global branding campaign in the US on October 12, bringing the theme of "We will not rest" to advertisements in The Wall Street Journal and Financial Times. The campaign launched in Switzerland in August.

"This is a re-introducing of our brand because we were not really doing much for the last couple of years," said Michiko Kurahashi, CCO of UBS. The campaign came about as CEO Oswald J. GrĂ¼bel, who joined UBS in 2009, introduced strategic principles about putting the client first using execution and transparency.

The company isn't working with a PR firm, but is responding to media requests and doing internal communications. UBS is not yet active on social media, but is considering getting involved, Kurahashi said.

"We would like to demonstrate with our track record, as opposed to really having an aggressive media push," Kurahashi said. "[The campaign] really symbolizes our humility, but also our dedication to really helping our clients meet their objectives."

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