UBS Brand Treads the Red Carpet
Written by Harris Interactive
10 May 2005
Research Excellence Award adds to Harris Interactive’s pedigree
ROCHESTER, N.Y. – May 11, 2005
– A group of 475 advertising professionals was on hand in New York for
one of the most anticipated nights in the world of communications –
2005 ARF David Ogilvy Awards for Excellence in Advertising Research –
and saw UBS receive top honors in the services category for its use of
research in the development of the "You and Us" brand strategy and
In the award recognition, financial
services giant UBS was cited for the depth and breadth of its research,
designed to help it overcome the many challenges to forging and
communicating a relatively new global financial services brand.
rebranding effort has been very important to the firm since 2001," said
Oliver Loch, UBS global head of brand research, who accepted the award.
"The strategic research gave us the kind of understanding required to
develop a winning strategy, for both internal and external audiences.
We are honored to have this research recognized with an Ogilvy Award."
Interactive?, through recently acquired WirthlinWorldwide, conducted
core strategic research underpinning the creation of the new UBS brand.
team from Harris Interactive worked side-by-side with us to identify
and explore the key perceptions, values and emotions that drive
financial services decisions for each of our stakeholder groups. This
work gave us key insights that will continue to help shape our brand
and communications strategies for years to come," Loch said.
are so proud to have contributed to this effort," said Pat Kidd, Harris
Interactive vice president and co-leader of the research and consulting
team. "To have worked so closely with the team at UBS to develop a
clear understanding of their audiences, and help turn that into such a
wonderful campaign was reward enough. To have that work recognized by
the ARF and our peers is icing on the cake."
and recently acquired WirthlinWorldwide combined have a total of five
Ogilvy awards to their credit. This heritage of award-winning work is a
testament to the firm’s dedication to helping clients achieve clear,
material and enduring improvements in performance.
Interactive’s research staff was part of a team UBS brought together
for its branding effort. Others included were Publicis Advertising and
Prophet, a brand consulting firm.
UBS is a
leading financial firm, combining financial strength with a reputation
for innovation and a global culture that embraces change. UBS is one of
the world's largest wealth managers, a premier investment banking and
securities firm, and one of the largest global asset managers. In
Switzerland, UBS is a market leader in retail and commercial banking.
Headquartered in Zurich and Basel, UBS employs around 67,000 people,
and has operations in over 50 countries and in all major financial
About Harris Interactive?
Inc. (www.harrisinteractive.com), the 15th largest and fastest-growing
market research firm in the world, is a Rochester, N.Y.-based global
research company that blends premier strategic consulting with
innovative and efficient methods of investigation, analysis and
application. Known for The Harris Poll? and for pioneering
Internet-based research methods, Harris Interactive conducts
proprietary and public research to help its clients achieve clear,
material and enduring results.
Harris Interactive combines its
intellectual capital, databases and technology to advance market
leadership through U.S. offices and wholly owned subsidiaries:
London-based HI Europe (www.hieurope.com), Paris-based Novatris (www.novatris.com),
Tokyo-based Harris Interactive Japan, through newly acquired
WirthlinWorldwide, a Reston, Virginia-based research and consultancy
firm ranked 25th largest in the world, and through an independent
global network of affiliate market research companies.
Last Updated ( 03 Aug 2005 )