UBS will use the slogan “Banking is our craft” to attract new customers to its wealth management, asset management, and investment banking franchises.
UBS unveiled its biggest branding campaign since 2016 to drive growth, spending tens of millions of dollars to freshen its image after the takeover of Credit Suisse. The bank will use the slogan “Banking is our craft” as it seeks to attract new customers to its wealth management, asset management, and investment banking franchises.
UBS Group Chief Marketing Officer John McDonald, said, “This is the most we’re investing in the brand since 2016. This is about driving the business towards its growth ambition. We want to make sure prospective customers become more familiar with UBS so they’re more likely to consider us when it’s time to choose a wealth manager, for instance.”
The decision to come up with a new tagline goes back to April 2023, after the rescue of Credit Suisse was arranged by Swiss authorities to stave off a broader banking crisis and former CEO Sergio Ermotti returned to UBS. UBS declined to reveal the exact cost of the campaign, which will include online and printed advertisements, sponsorship, events, social media and billboards.
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