"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. Grübel, 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."