Swiss banks turn to GCI to rebuild tarnished image

The Swiss Bankers’ Association has appointed GCI to rebuild the image of Swiss banks in the UK, Germany and the US. The six-figure fee account will be led by GCI Focus in London.

The Swiss Bankers’ Association has appointed GCI to rebuild the

image of Swiss banks in the UK, Germany and the US. The six-figure fee

account will be led by GCI Focus in London.



The appointment follows recent criticism of the role Swiss banks played

in looting Jewish gold during the Second World War and concerns that

Zurich has lost its place among Europe’s top banking centres.



GCI won the three-year account earlier this month. The agency is

understood to have competed against Shandwick and Swiss agency Rudolf

Farner PR.



GCI Focus deputy chairman Christopher Joll will co-ordinate the account,

liaising with his counterparts at GCI’s sister agencies GCI Hering

Schuppener in Germany and GCI Switzerland.



The brief is to reposition Swiss banks as having a technological edge

over those in London, Frankfurt and New York. It will target the

financial community.



GCI’s work will initially centre on promoting roadshows among regulatory

authorities, investors, analysts and traders. These will be held this

year in London, Frankfurt and possibly New York.



Leader p9.



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