The Swiss bank, having been through the largest acquisition in its history, is embarking on a global brand campaign that will cover 12 markets in Asia, Europe, Latin America and the Middle East.

UBS yesterday launched its new global brand campaign – “Banking is our craft” – coming almost a year after the lender embarked on the takeover of its rival, Credit Suisse.

The campaign is designed to capture UBS’s “strengths, capabilities, global footprint, and its enhanced position as a leading wealth manager,” the Zurich-listed group said in a statement.

UBS started the campaign yesterday in the UK and US, and this will be followed in Singapore, Hong Kong, Japan, Brazil, Mexico, Germany, Italy, Spain, Australia and the Middle East from February onwards, to cover a total of 12 markets. 

“At this defining moment in UBS’s history, now is the ideal time to renew our brand as we look to progress the integration and drive further growth. This campaign portrays UBS as a strengthened, global firm, and helps reshape how our clients, prospects and investors perceive us,” Sergio P Ermotti, UBS group chief executive, said.

The campaign will run on digital, print media, via sponsorship, social media, and physical events. It has been developed by Publicis Groupe, and the brand consulting firm Prophet.

“’Banking is our craft’ embodies core UBS qualities such as dedication, excellence and a combination of heritage and vision,” John McDonald, UBS group chief marketing officer and head brand management, said.