UBS Financial Services Inc.: Thank You, Paine Webber campaignJudson Knight
NOTE: Since the initial appearance of this essay in the 1999 edition of Major Marketing Campaigns Annual, Paine Webber became a part of the UBS Financial Services organization. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
In November 1998 retail investment brokerage Paine Webber, a unit of Paine Webber Group Inc., launched an ambitious $20 million print and television campaign, the largest in the company's history. Overseeing the account was...