Strategy

UBS Launches International Brand Campaign With Focus On Women

Tom Burroughes, Group Editor, London, 6 March 2017

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The Swiss banking and wealth management house is putting the interests of women under the spotlight with a new brand campaign.

UBS has launched an international brand campaign with a focus on women, highlighting how the Swiss firm and its peers are targeting current and female clients as a growing source of business.

The brand campaign builds on the UBS programme launched in 2015, with a film featuring a series of questions asked in the voice of clients, the Zurich-listed lender said in a statement today.

The film, developed by a predominantly female team at Publicis, features significant questions a female entrepreneur may ask in her life and reflects some of the unique challenges faced by women today. It continues the series of films demonstrating the understanding of UBS for its clients and ends with the campaign line “For some of life's questions you are not alone. Together we can find an answer.”

The featured track, “Free Me”, was re-recorded by the British singer Joss Stone exclusively for the campaign. Stone says of the film: “The question that touched me the most was: why do I have to keep proving myself? The track record doesn’t seem to matter as much when you are female. I have done so much, how many times do I need to show you that I can do everything a man can do?”

In a report produced with PricewaterhouseCoopers, published in 2015, UBS found that the world's female billionaire population grew faster than the male billionaire population, rising by a factor of 6.6 compared to a factor of 5.2 for men. Female billionaires are also driving their families' businesses, with 57 per cent in the US, 63 per cent in Europe and 96 per cent in Asia being active wealth creators.

“We chose to focus the campaign on women because it is important for us to communicate directly to our female clients, and marketing is one way of doing so. UBS is committed to further increase diversity - not only because it is the right thing to do, but also because it is key to achieving our goals,” said Johan Jervøe, UBS chief marketing officer.

 

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