Abstract:

This paper is the story of how UBS, their global advertising agency Publicis and Spring looked at the rarefied world of High Net Worth Individuals, using innovative storytelling research to understand the key relationship dynamics that drove them. Together, we unpicked every element of what makes an ideal relationship using both a customer and an advisory lens. We looked at how people viewed the current UBS (You & Us) advertising and used these insights as a stepping stone to inspire creatives to take client relationships to a new level in UBS advertising.