Faaez Samadi
Sep 13, 2017

Putting a Nobel face on banking

It’s not easy for consumers to connect with a brand that deals in complex, intangible products. That's why UBS has turned to the economic equivalent of Olympic athletes, says group CMO Johan Jervoe.

Johan Jervoe

In an industry that never lacks for buzzwords, one of the current favourites is experience’. Or, as Johan Jervoe, group CMO of UBS banking group, calls it, “touching the brand”.

In previous senior marketing roles at McDonald’s and Intel, this was relatively easy. For one of the world’s largest financial institutions, not so much.

“I used to work for McDonald’s, Jervoe tells Campaign Asia-Pacific in a recent interview...

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