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
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
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.