Advertising Campaign 'Committed to Excellence'

Since 1890, the name Julius Baer has been synonymous with trust, expertise and passion. Or in the words of our founder, Julius Baer, “If contact between people is based on trust and absolute integrity, then it is of benefit for both sides.” 

This credo, which guides Julius Baer to this day, is summed up in our corporate values: Care, Passion and Excellence. And with our aspiration of being ‘Committed to Excellence,’ we even go one step further: we are convinced that by constantly striving for the goal of excellence, we can achieve the best possible results for our clients. We realise that we won’t always be able to attain this objective. But that’s certainly no reason not to try. Ultimately it’s precisely this ambitious goal that spurs us on to do our best – every single day.

What is excellence?

The ‘Committed to Excellence’ advertising campaign is built on our aspiration of delivering excellence in everything we do. Our print ads feature ‘unknown masters,’ people who are unfamiliar to the public because, like us, they do their work behind the scenes. We ask these people – all masters of their trade – the question that constantly guides our own endeavours: What is excellence?

Excellence made in Switzerland. 

Switzerland has no raw materials of its own. Nevertheless, Swiss products such as chocolate and watches lead the world. These two examples demonstrate that excellence is a typically Swiss virtue, as is the ability to take existing commodities, from cocoa beans and steel to wealth, refine and add to them to make something really special.

Our film elegantly builds the bridge between the raw material and the outstanding finished product to illustrate our aspiration of global excellence in private banking.