United Bank of Switzerland, amid a search for a global ad agency, today breaks a worldwide branding effort developed by Hill, Holliday/Altschiller, its lead shop for the Americas. The ads tout the merger of UBS and Swiss Bank Corp.
The New York agency, which is not a contender in the review, submitted 8-10 print concepts to the bank's headquarters in Switzerland, which produced the creative work, sources said.
The strategy is to position the expanded global resources of the post-merger UBS as providing better individual client service. The deal, reported late last year, makes the bank a $600 billion entity. UBS and SBC combined spent only about $3 million in the U.S. on ads last year.
Some of Hill, Holliday's concepts touted the merged bank's divisions, including investment banking unit SBC Warburg Dillon Read and Brinson Partners, an institutional asset management company, sources said.
Hill, Holliday also planned media for a portion of the launch. An undisclosed agency in Basel, Switzerland, bought media. The ads will appear in business magazines and broadsheets. The agency declined comment; UBS did not return calls.
The interim campaign and a planned global image effort were to be handled by one shop. Hill, Holliday was not considered, sources said, due to its limited global capabilities. It was since acquired by Interpublic Group.
Vying for the estimated $20 million business are Swiss agencies Advico Young & Rubicam; Weber, Hodel, Schmid; and Publicis, sources said. Advico Y&R handled UBS, while WHS was an SBC shop. Y&R in the U.S. has Citibank's global account, potentially a conflict.