The collaboration aims to enhance the visibility of the Association of Foreign Banks in Switzerland (AFBS) and its approximately 100 member institutions. To this end, Brand Affairs will roll out an integrated communications strategy that combines traditional media outreach with digital channels such as LinkedIn.

The stated goal of the partnership is to position foreign banks more prominently as attractive partners for both businesses and private clients, according to a press release.

«Significant Contribution»

«Our member banks make a significant contribution to the diversity, innovative strength, and stability of the Swiss financial center,» said Raoul Oliver Würgler, the AFBS's director.

Director Raoul Würgler (left), Consultant Markus Kramer. (Images: Courtesy)

Markus Kramer, managing partner at Brand Affairs, set a high bar for the new initiative: «Our goal is to make the AFBS and its member banks more visible as indispensable players in the Swiss financial sector and to highlight their essential contribution to Switzerland as a business hub.»

A Strategic Realignment

The renewed communications push comes at a pivotal moment, as many foreign banks reposition themselves strategically in a post-Credit Suisse world.

Just weeks ago, Würgler underscored this shift in an interview with finews.com, noting that AFBS member banks are increasingly focused on corporate banking, leveraging their international networks. «It's all about balance sheet size and the network,» he said at the time.