UBS (United Bank of Switzerland)
Background:
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About CEFS:
Corporate Financial Employee Services is a division of UBS that specializes in helping executives and employees of publicly held, multi-national firms manage their stock plan and options. It can provide education, training, stock plan management and administration for the most rigorous requirements. UBS CEFS provides a flexible approach that enables high-ranking officials and employees to manage what matters.
In Europe, an executive who is highly compensated has a difficult time managing his or her stock plan portfolio for the following reasons: various currencies allocated over the course of employment location; access to real-time viewing and management of portfolio; tax implications; a complete understanding of how and when it is most strategic to exercise rights, to name a few.
CEFS has a robust web-based platform supported with IVR (interactive voice recognition), local customer care call centers and a team of financial advisors that can assist each individual with personal needs. In the States, this value is common, but overseas, it is a cumbersome issue to manage.
Issue:
UBS CEFS is at the forefront of delivering a complete solutions offering, from manpower through IT support. As such, organizations tend to use a splintered approach to managing the process from soup to nuts. In addition, some cultures are uncomfortable with an "open" view to such proprietary information.
Creative Solution:
The agency conducted a Pan-European qualitative study to determine the buying behaviors of key influencers including CEO, CFO, and HR executives and their level of understanding of outsourcing stock plan administration.
"In some cases, the notion of outsourcing such a critical and often personally emotional issue was completely foreign to these large companies. But in other locations, they were very receptive to the value of leveraging UBS worldwide network of experienced professionals. We are talking about very wealthy people who have seen their options decrease dramatically and need help," comments, Jeff Winsper, president of Winsper. "In addition, integrating the systems into their existing ERP played a major role as well. The question became how could UBS CEFS be positioned as the most flexible provider amongst the backdrop of country related issues, multi-cultural differences, a bizarre economy and be perceived as an easy, inviting brand to do business."
The creative idea Sharing our Wealth of Experience was tested among all groups and set the tone for the engagement. The Agency worked within the confines of UBS' stringent corporate standards and leveraged the UBS sponsored Alinghi sailboat competing in America's Cup 2003. The visibility of the event in Europe was pervasive and teamwork was a comfortable foray into the brand message.
The agency developed a brand messaging architecture; sales support materials for UBS internal and external audiences; and built the UBS CEFS secure web site for prospective buyers and users alike.
| "The sophisticated message needed to be precise, very Swiss," said Jeff Winsper, president. "Anything less was not acceptable." "Winsper was under tremendous pressure to deliver a communications program within a very short time period. Even though we were thousands of miles apart, the Agency's service was impeccable and productive. In addition, they asked all the right questions to assist us and they delivered a very professional, thoughtful and engaging integrated communications program," executive director UBS CEFS. |