The banking bear retires

Jung von Matt/Limmat prescribes authenticity to Bank Julius BaerSo much self-criticism makes you sit up and take notice. The Zurich-based bank Julius Bär writes in a sober advertisement: "2002 was a difficult year. So was 1998. So was 1987. So was 1973. And 1929 too. Julius Baer, honest since 1890." It was not the private bank's savings policy that led to the new image campaign, but the advertising bear that had fallen out of step with the times. The simple appearance has nothing to do with the budget, but with the fact that the crowd is the enemy of exclusivity. "Open, committed and tongue-in-cheek", says CD Urs Schrepfer from JvM/ Limmat, the campaign avoids all industry stereotypes. page 5