Global content platform focuses on four keys areas of China’s rapidly growing economy.
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.
Anthemic ‘Free Me’ song creates one context; unimaginative ad concept creates another.
GLOBAL - Switzerland-based financial services giant UBS today launches a digital-heavy global rebranding, through Publicis Worldwide, that focuses on answers to the questions clients ask as they go through life.
At a Marketing Society Asia event Monday at Art Basel Hong Kong, Johan Jervøe, group chief marketing officer of UBS AG, provided 60 members and guests with a private tour of the UBS VIP lounge and selected artworks from the UBS Art Collection by Stephen McCoubrey, curator of UBS art collection, APAC and EMEA. Following that, Jervøe shared insights into his career and the company's sponsorship of the massive art event. He encouraged the guests to focus on fewer, bigger ideas, selecting compelling, authentic ideas that embrace craftsmanship. If the brand is not at the heart of the work, it won’t get significant results, he said.
HONG KONG - UBS has signed on as title sponsor of Art Basel Hong Kong, which is expected to welcome 5,000 guests to 50 events at the Hong Kong Convention and Exhibition Centre over the next several days.
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