Credit Suisse unveils $50 million campaign

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[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.
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