New prospects for Credit Suisse
Banks: Credit Suisse's new "One Bank" strategy includes not only a new logo but also a new branding campaign by McCann Erickson.
Credit Suisse launches a new logo and a new image campaign from
McCann Erickson, a few days after the launch of the new
developed by the London-based design and branding agency Enterprise IG.
logos, Credit Suisse also launched its new advertising campaign in mid-January.
from the stack. And while they cover all channels - from TV to
print to posters, the bank buildings are also served by the
key locations around the globe with the projection of the new
Logos illuminated.
Innovative spirit was the inspiration
The reason for the fresh image breeze at the major Swiss bank with the
new sail-like Clipper logo is the worldwide bundling of their
Investment Banking, Private Banking and Asset Management divisions. In the
In 2006, its 150th anniversary year, the 150-year-old financial
independently operating divisions under one brand. The
The campaign idea is based on the traditional spirit of innovation, for which
CS is well known in the financial sector, according to the agency commissioned by McCann
Erickson in Frankfurt.
The creative realization "They think of ... We also think of ..." attempts to
promise that CS will provide its clients with new opportunities.
perspectives and thus enable them to recognize opportunities
and seize opportunities that others do not see. The target groups are
wealthy private, corporate and institutional clients around the world.
Globus is targeted. In the domestic market, additional accompanying measures are being
the strategy in the private customer target group as well.
convey. The leitmotif of the campaign - innovative thinking and new
Perspectives - is relevant for all target groups.
On the trail of Microsoft
The advertisements and posters each depict a situation,
from the viewer's point of view and from a different perspective - the
new perspectives - is interpreted by the Bank. In its approach
the CS campaign follows the same track of the Microsoft "Start
something" appearance of the same agency. Here as there
customer needs and will thus further strengthen the commitment of the
Bank, albeit with a completely different visual language.
The striking shots were also shot by New Zealand director Gregor
Nicholas in the TV commercial. The new view of banking he has
additionally underlined with impressive camera angles. As
The uniform wording serves as a bracket for the entire campaign - from
from financial websites to appearances at the World Economic Forum.
Luca Aloisi
