2008 Financial Crisis Response

As with TV, the brand’s crisis print advertising sought to reassure our clients and prospect audiences by restating our commitment to relationships. These relationships, in turn, are supported by the strength and stability inherent in our experience and strong capitalization.

The ads also signaled that “business is not usual” via their visuals: with a single figure, in dramatic close-up, they were a departure from past executions with two people, set against a backdrop of space and stature. They featured a UBS advisor or banker, with expressions and gestures which conveyed a serious and energetic sense of commitment.