UBS launches major branding campaign after Credit Suisse deal, Reuters says

UBS (UBS) revealed its largest branding campaign since 2016 to drive growth, spending tens of millions of dollars to update its image following the acquisition of Credit Suisse (CS), Reuters’ John Revill reports. The Swiss banking giant will use the slogan “Banking is our craft” as it aims to bring in new customers to its wealth management, asset management, and investment banking businesses, the author notes. “This is the most we’re investing in the brand since 2016,” UBS Group Chief Marketing Officer John McDonald told Reuters. “This is about driving the business towards its growth ambitions.” “We want to make sure prospective customers become more familiar with UBS so they’re more likely to consider us when it’s time to choose a wealth manager, for instance,” McDonald added.