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.
Research Papers
Building the corporate brand
Catalogue: ESOMAR Conference on Financial Services 2005
Authors: Oliver Loch, Patricia Kidd
Company: Harris Interactive (Europe)
February 1, 2005
Research Papers
Building the corporate brand
Catalogue: Congress 2006: Foresight
Authors: Oliver Loch, Patricia Kidd
Company: Harris Interactive (Europe)
June 15, 2006
Magazines
Research World (July/August 2009)
Catalogue: Research World 2009
Author: ESOMAR B.V.
 
August 1, 2009
