Zurich, January 23, 2024

UBS today launched its new global brand campaign, “Banking is our craft”, reflecting the firm’s strengths, capabilities, global footprint, and its enhanced position as a leading wealth manager. The campaign is designed to increase brand awareness and familiarity, reinforce UBS’s strong reputation, and foster long-term growth.

It will kick off in the US and the UK from today, followed by Singapore, Hong Kong, Japan, Brazil, Mexico, Germany, Italy, Spain, Australia and the Middle East from February onwards, to cover a total of 12 key markets. 

Sergio P. Ermotti, UBS Group Chief Executive Officer, said: “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.

The campaign will come to life globally across a wide variety of channels and platforms, including digital and print media, content partners, sponsorship, events, social media and more. The campaign was jointly developed with two long-standing global partners of UBS; Publicis Groupe, and the brand consulting firm Prophet, utilizing their Zurich and international offices around the world. It represents one of the most substantial brand investments that UBS has made in its recent history.

John McDonald, UBS Group Chief Marketing Officer and Head Brand Management, said: “’Banking is our craft’ embodies core UBS qualities such as dedication, excellence and a combination of heritage and vision. It acknowledges that over the course of its 160 year history, UBS has worked to perfect what it does to the point where we consider it a craft.”


More information on the brand campaign can be found here.

Notes to Editors


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