Credit Suisse has launched a global advertising campaign, created by Havas' Euro RSCG in London, to communicate its revised brand positioning to clients.
The campaign, aiming to raise awareness of the bank outside Switzerland, runs for around five weeks before taking a season break and will be back in January to run throughout 2010.
Running on core print and online titles such as Neue Zürcher Zeitung, The Wall Street Journal, The Economist and the Financial Times, the campaign targets private banking, investment banking and asset management audiences and also establishes a platform for service and product advertising activities at the divisional level.
"At a time of tremendous change in the industry, it was decided to look at our brand positioning and to ensure that it reflects our strategy and the needs of our clients. This is a large scale effort of which the advertising campaign is just one element -- even though to the outside world it is a very visible part," Libby Hills, Credit Suisse's global head of advertising, said.
Client ad spending was $50 million last year in the U.S. alone and more than $20 million through the first two-thirds of 2009, per Nielsen.
Marketing Magazine Asia