LONDON: Following a relaunch in 2015, UBS, the investment bank, has sought to portray itself as modern, different and human using content marketing, although a senior executive admits it needs to get better at aligning and synchronising its output.

Dr. Winfried Daun, Group Head of Advertising, Brand Strategy and Media at UBS, addressed this topic at the recent ad:tech conference in London where he outlined how the bank has moved away from traditional marketing communications.

Humanising the brand started and centred around a brand campaign called Life’s Questions, he explained.

A video addressed those nagging doubts and fears that surface in the minds of most people at some time. “Stuff like ‘Have I gone as far as I can?’, ‘Is 60 the new 40 and what does that mean for me?’” (For more details, read WARC’s report: How UBS is restructuring its content marketing approach.)

Different versions of the film address the concerns of different groups, offering, for instance, a female perspective.

“We’re not talking about the UBS-client relationship,” said Daun. “We’re only talking about what we think is bothering clients, what is keeping them awake and then trying to address that throughout the user journey.”

But producing the content is only part of the story – organising it across a business operating in more than 50 countries across five business areas and employing 60,000 people, is another.

“In many places, you look at the content that is being pushed out and it feels like there’s a bit of everything everywhere,” said Daun.

“People who are communicating about the same thing are not talking to each other and things are not aligned and synchronised. We need to get better at that.”

For International Women’s Day, for example, “we got all of the different departments that intended to communicate on that day to align on who would be doing what and what messages would fit to one another”.

The final part of the jigsaw is to measure the success of such content and UBS, like other brands, is some way from being able to do so, although it has “a colossus of data analytics” for its advertising efforts.

“We don’t have that for content because we don’t even have an agreed objective and KPI framework for content yet,” Daun said.

Sourced from WARC