At the 2005 ARF David Ogilvy Awards for Excellence in Advertising Research, UBS received 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, 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.”
“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.