UBS Brand Treads the Red Carpet
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 advertising campaign.
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.
"Our 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."
Harris Interactive®, through recently acquired WirthlinWorldwide,
conducted core strategic research underpinning the creation of the new UBS
brand.
"The 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.
"We 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."
Harris Interactive 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.
Harris 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.
About UBS
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 centers.
About Harris Interactive®
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. EOE M/F/D/V
To become a member of the Harris Poll OnlineSM and be invited to
participate in future online surveys, visit www.harrispollonline.com.
Contacts:
Nancy Wong
Harris Interactive
585-214-7316
Kelly Gullo
Harris Interactive
585-214-7172
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