Swiss raw material
SwissBanking, an industry association, plans to improve its image with a campaign by Publicis.
Association marketing SwissBanking wants to improve its image with a Publicis campaign. "Switzerland is often misunderstood and therefore not always judged fairly," said Pierre Mirabaud, President of the Swiss Bankers Association, in an interview with Finanz und Wirtschaft regarding the reputation of our financial center abroad. It is scandalous that even a Nobel Prize winner can claim that Swiss banking secrecy protects criminals and money launderers. With almost 370 member banks and 9,200 individual members, the leading association of the Swiss financial center, SwissBanking, is defending itself against such prejudices with lobbying activities in major cities such as London, New York and Paris.more critical bank customers
However, the Swiss banking sector also reported higher satisfaction rates at home. According to the latest representative survey, 53% said they had a positive or very positive opinion of the banks, an improvement of four percentage points compared to the previous year. However, four years ago, 62% of respondents described their relationship with the banking sector as good or very good. If you follow the tracking of the last few years, you are amazed at the large fluctuations in positive mentions. "The fluctuation in the industry's image depends heavily on the time of the survey and is influenced by the headlines. In contrast, customer satisfaction with their bank is much more constant," explains Thomas Sutter, Head of Communications Switzerland at SwissBanking.
More humane traits of bankers
However, a study by the Lausanne-based opinion research institute MIS shows that the general opinion of banks has deteriorated since the mid-1990s. The correlation between the general opinion of the bank as an institution and one's own main bank is likely to reflect dissatisfaction with the advice and performance of recent years. It is therefore not surprising that negative opinions have increased, especially among the better educated population groups. The situation is more positive when it comes to approval of banking secrecy, money laundering measures and SME loans.
While SwissBanking addresses politicians and other opinion leaders in key foreign markets by means of selective public affairs, until a year ago the association only made a public appearance in its home market practically via PR. It was much more active in the area of training, which secures and expands Switzerland's competitive edge through greater innovative capacity and service quality.
Since 2003, the organization has once again been using traditional advertising to promote the image of the sector. Following the "True or False" quiz (Farner PR), which was intended to dispel various prejudices, Publicis is now focusing on bank employees. The creative team of Markus Gut, Johannes Jost and Flavio Meroni put them on the same level as the lucrative natural resources of other countries. In an original and sympathetic way, the copy builds a bridge to pearls, oil, diamonds or rubber and is intended to emotionally involve the viewer and "create a sense of togetherness". Without arrogance, but all the more straightforward in the duplex layout, the four motifs undoubtedly catch the eye - especially of the commercial staff, who have been confronted with major cost-cutting measures in recent years.
The discretion of bank employees is still an important USP of Swiss banks.
The bank employee becomes an important raw material.
Luca Aloisi
However, the Swiss banking sector also reported higher satisfaction rates at home. According to the latest representative survey, 53% said they had a positive or very positive opinion of the banks, an improvement of four percentage points compared to the previous year. However, four years ago, 62% of respondents described their relationship with the banking sector as good or very good. If you follow the tracking of the last few years, you are amazed at the large fluctuations in positive mentions. "The fluctuation in the industry's image depends heavily on the time of the survey and is influenced by the headlines. In contrast, customer satisfaction with their bank is much more constant," explains Thomas Sutter, Head of Communications Switzerland at SwissBanking.
More humane traits of bankers
However, a study by the Lausanne-based opinion research institute MIS shows that the general opinion of banks has deteriorated since the mid-1990s. The correlation between the general opinion of the bank as an institution and one's own main bank is likely to reflect dissatisfaction with the advice and performance of recent years. It is therefore not surprising that negative opinions have increased, especially among the better educated population groups. The situation is more positive when it comes to approval of banking secrecy, money laundering measures and SME loans.
While SwissBanking addresses politicians and other opinion leaders in key foreign markets by means of selective public affairs, until a year ago the association only made a public appearance in its home market practically via PR. It was much more active in the area of training, which secures and expands Switzerland's competitive edge through greater innovative capacity and service quality.
Since 2003, the organization has once again been using traditional advertising to promote the image of the sector. Following the "True or False" quiz (Farner PR), which was intended to dispel various prejudices, Publicis is now focusing on bank employees. The creative team of Markus Gut, Johannes Jost and Flavio Meroni put them on the same level as the lucrative natural resources of other countries. In an original and sympathetic way, the copy builds a bridge to pearls, oil, diamonds or rubber and is intended to emotionally involve the viewer and "create a sense of togetherness". Without arrogance, but all the more straightforward in the duplex layout, the four motifs undoubtedly catch the eye - especially of the commercial staff, who have been confronted with major cost-cutting measures in recent years.
The discretion of bank employees is still an important USP of Swiss banks.
The bank employee becomes an important raw material.
Luca Aloisi
