Developing a full Global re-brand and advertising strategy for UBS. Targetting HNWI and taking the brand away from the safe messaging post-recession and moving it on to recognise a new generation of people in need of Wealth Management.
Talking to people about something they need but find disinteresting is one of my favourite challenges. Add in developing a positioning that works for the entire bank including the smaller asset management arm, plus appeals to differing global attitudes to wealth - an exciting problem to solve.
By talking to consumers lives and life stages - schooling their children, getting older, running the business - pushing life's big questions, in the same way that a good wealth manager would, we were able to cut-through and talk to them abut things they care about.