Julius Baer Woos Clients And Next Gen With Music

Chrissy Coleman, Asia Correspondent, 28 February 2013


Julius Baer is calling on the power of music as part of its battle to woo clients in the Asia region, as the firm explained to this publication recently.

The battle to woo clients in unique and memorable ways continues as Swiss private bank Julius Baer brings the Verbier Festival Chamber Orchestra to Asia.

The Julius Baer Verbier Festival Chamber Orchestra China Tour, commences in Beijing today and will travel to Shanghai, Guangzhou, Shenzhen, and Hong Kong, where the bank will be hosting an exclusive private concert for its clients, marking the finale of the China tour, Julius Baer has told WealthBriefingAsia.

The event sheds light on how wealth managers are seeking to distinguish themselves from the competition and build brand identities and associations in what is a crowded market.

“We have sponsored the Verbier Festival in Switzerland, the leading European festival of this type, for the past four years. Now the opportunity has arisen to bring the Chamber orchestra from the festival to China and Hong Kong for the first time,” the bank said in an emailed statement.

The Swiss bank has described Asia as its second "home market"; Asian assets under management account for around 10 to 15 per cent of the global Julius Baer AuM, which stood at SFr189 billion ($296.8 billion) at the end of 2012, a spokesperson said.

As the private bank seeks to grow its market share in the region, the festival sponsorship seems like the perfect opportunity to give clients a taste of its Swiss heritage, as well as boost the Julius Baer profile in a region where brand-consciousness is ever present.

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