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|  Long-term client relationships are more rewarding than ones that depend on the individual deal or transaction. That much is received wisdom throughout the banking industry. To differentiate itself, therefore, UBS always looks to deepen its business relationships into partnerships.
Closer to an alliance than a traditional business relationship, a partnership moves both UBS and our clients, surely and sustainably, towards their long-term strategic goals. This is the philosophy that underlies "The Power of Partnership" theme of the current UBS brand campaign.
Two continuing initiatives are translating "The Power of Partnership" into action. At UBS Warburg, the management of relationships with the world’s top investment institutions has been radically overhauled in recent years. Meanwhile, UBS Switzerland and UBS Warburg have launched "The Bank for Banks", an equally ambitious project that builds on existing relationships with more than 3,000 other institutions across the world.
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