The financial services company’s new campaign aims to showcase its four-year strategic transformation since Sergio Ermotti joined as CEO in 2011.
“One of our major strategic directions is that we’re being increasingly client-focused,” UBS chief marketing officer Johan Jervoe told Marketing Week.
“The campaign was about coming back out and committing to that complete transformation. We wanted to tell people that we are different to our competitors, but obviously the brand needs to support the business by also telling that story,” he said.
Beating bad headlines
The bank has been hit by bad publicity. Back in 2011, UBS lost over $2bn dollars as a Read full story ›
Source: Marketing Week
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