Strategy

Julius Baer's "Visionary Thinking" Publicity Campaign Goes Global

Tom Burroughes, Group Editor, London, 11 May 2015

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The Swiss bank's publicity campaign launched late last year in Switzerland is now being rolled out for a global audience.

Swiss private banking group Julius Baer, which is marking its 125th anniversary this year, has launched a “Visionary Thinking” publicity campaign to focus on trends it says are shaping the world.

The campaign runs alongside and supports the Zurich-listed bank’s “Next Generation” efforts, which aim at providing sustainable and socially responsible investment ideas, the bank said in a statement today.

The new campaign is focused on establishing a dialogue with clients: the motifs teaser certain topics by raising a question which is answered on Julius Baer’s website where corresponding investment ideas and solutions from the bank’s research team can be found, it said. The first motif, “Mars”, communicates the comprehensive approach, while the additional ads are centred on specific research topics such as “feeding the world”, “growing urban” or “shifting lifestyles”.

“It is essential to have a campaign that embodies our whole strategic approach,” Boris Collardi, chief executive of Julius Baer, said.

“The financial crisis of 2008, the euro crisis, ongoing political problems around the world – all these things have left people feeling insecure. Every day, our clients come to us with concerns about where the world is headed. We want to demonstrate that we know what is going on today and that we can translate this knowledge into comprehensive, sustainable investment solutions,” he said.

Hollywood film director Marc Forster acted as creative advisor for the campaign.

The campaign, which has been developed by the German communication agency Zum goldenen Hirschen Köln, was launched at the end of last year in Switzerland and is set to run in Europe, Asia and the Middle East.

 

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