The campaign builds on the original poems campaign, launched in October 1995, featuring actors John Gielgud, Ben Kingsley and Alan Bates. The campaign was conceived to help create a unified global brand for UBS and to emphasize the bank's intention of becoming a major global player.
The sequences of new advertisements, through Zurich-based Advico Young & Rubicam, utilize six poems chosen to reflect a wide range of complementary values including determination, dedication, vision, long-term orientation, strength and perseverance.
The poems retain the introductory phrase "Thoughts that transcend time from Union Bank of Switzerland," and end with the tagline "Here today. Here Tomorrow."
"The advertising campaign was conceived to help build a strong and unified global brand, designed to paint a picture of UBS as a company committed to long-term business values, a company which customers can trust, which is financially sound and which recognizes that best performance is achieved through the establishment of long term partnerships," says Vincenzo Travaglione, manager for brand communications at UBS.
Copyright June 1997, Crain Communications Inc.