[New York] Credit Suisse breaks an estimated $50 million global rebranding campaign this week, shortening the bank's name from Credit Suisse First Boston and trying to position it as a thought leader in finance by recognizing opportunities for its rich clients that others do not. TV, print and outdoor ads by McCann Erickson
, Frankfurt, begin with the words "Some think..." followed by "We think..." In one ad, a man stands in a huge room that is empty except for a chair, a small desk and a laptop. The headline is "Some think start-up. We think IPO." The campaign will include extra spending in the U.S., where the First Boston name was strong, with additional ads and help from the Martin Agency
, a sibling Interpublic Group of Cos. shop.