NEW YORK: UBS launched its global branding campaign in the US on October 12, bringing the theme of "We will not rest" to advertisements in The Wall Street Journal and Financial Times. The campaign launched in Switzerland in August.

"This is a re-introducing of our brand because we were not really doing much for the last couple of years," said Michiko Kurahashi, CCO of UBS. The campaign came about as CEO Oswald J. Grübel, who joined UBS in 2009, ...