Publicis: UBS helps slackers and prevaricators

Passivity, impulsiveness and impatience are normal human weaknesses. But when it comes to investing, they quickly become dangerous psychological traps. Publicis took an in-depth look at behavioral finance to put UBS's new wealth management mandate campaign on a strategic footing that is relevant to the target group. Publicis' creative execution conveys that knowing your little weaknesses is a strength. The subjects show successful people who confidently stand by their emotional qualities and know that psychological barriers can negatively influence them. That's why they delegate their wealth management to UBS Wealth Management.

UBS Wealth Management Mandates are backed by the expertise of a global network of over 900 analysts. Portfolio management is based on professional analysis, strategy and discipline, and therefore safeguards investors against emotional decisions. The campaign's images and videos were produced in Switzerland by renowned photographer Brad Harris. There are ads, rich media banners and the microsite Ubs.com/mandates with videos from UBS investment experts is used.

Responsible at UBS: Daniel Fischer (Head of Marketing UBS Switzerland), Daniela Ciotto (Head Swiss Marketing Initiatives), Manuela Gualeni (Project Manager Swiss Marketing Initiatives), Peter Kern (Head Product Marketing). Responsible at Publicis: Thomas Wildberger (CCO), Ralph Halder (ECD), Jo-Wayne Peacock, Michael Brauchli (AD), Thomas Schöb (Concept), Albert Matzinger (Text), Pascal Schaub (Group Head/Strategy), Maggie Weber (Consulting), Benjamin Kägi (Art Buying), Wim Roelfs (CD Digital), Norihito Iida (AD Digital), Andy Guenter, Sandro Ducceschi, Massimo Giannotta (Programming).