re:view - AmCham · Member of the Board (ret.) Swiss American Chamber of Commerce New York Chapter (Continued on page 3) ... Sika Corporation celebrated its 100 Year Anniversary on

Business Matters

Schindler awarded new contract to supply elevators and escalators for Grand Central Terminal station

Schindler has been awarded a contract with an initial value of $24 million with options for up to a total value of $70 million to supply elevators and escalators for a new rail connection to Manhattan’s Grand Central Terminal (GCT).

The East Side Access project, scheduled for comple-tion in 2016, will establish a direct rail link from New York City’s Long Island to the east side of Manhattan, shortening the journey for thousands of commuters. The contract for Schindler includes options for the installation

and maintenance of 22 elevators and 47 escalators, 17 of which are 91.5 feet (27 meters) long and six stories high.

New underground station for Grand Central

The new rail connection is an extension of the Long Island Railroad (LIRR), which currently has only one line into Manhattan (to Pennsylvania Station). The project is managed by the New York City Metropolitan Transportation Authority (MTA) and includes a new underground terminal for GCT. The contract was awarded to Schindler by the MTA’s Capital Construction Company.

First delivery in 2011

The first delivery of Schindler installations is expected towards the end of 2011. All elevators and escalators will be supplied by Schindler’s operations in the United States.

Schindler’s escalators are among the most energy efficient available, utilizing standard high-efficiency motors and regenerative drives, which can return energy back into a building’s electrical system. Additionally, optional intermittent operation features can save over half of the total energy usage of the machine by operating at crawl speed when there is no passenger on the escalator.

Schindler is currently supplying several major public-transport projects glob-ally, including a nationwide expansion of China’s rail network, new metro lines for Mumbai, India and Istanbul, Turkey, as well as new terminals for Los Angeles’ and Berlin’s international airports.

About Schindler

Founded in Switzerland in 1874, the Schindler Group is a leading global mobility provider with more than 43,000 employees and a presence in over 140 countries. The company design, manufactures, installs services and modernizes elevator and escalator systems for almost every building type. Schindler supports sustainable urban development with safe, reliable and energy-efficient mobility solutions.

www.schindler.com

01

Swiss-American Chamber of Commerce New York Chapterre:view

11Winter

Upcoming Events

Adecco Group North America Melville, NY 11747 www.adeccousa.com

Victorinox Swiss Army, Inc. Monroe, CT 06468-1212 www.swissarmy.com

Swiss Re American Holding Corp. New York, NY 10055 www.swissre.com

Vontobel Asset Management, Inc. New York, NY 10036 www.vusa.com

March 23, 2011 We have confirmation of Harry Hoh-meister (CEO Swiss)

Reiss + Preuss LLP1350 Avenue of the Americas Suite 2900 New York, NY 10019 [email protected] www.reisspreuss.com

Welcome to the New York Chapter!

will continue to be unpredictable). While the Swiss National Bank can manage some short-term disruptions, it cannot change the strong tide of currency markets. It would be like holding back a Tsunami with your bare hands! So probably, the Swiss economy will have to live with the strong Franc.

Swiss companies have been great at succeeding even with a strengthening Swiss Franc. Proof needed? In the last 30 years, the US Dollar lost some 75% of its value versus the Swiss Franc. And the US market is still the second largest export market for Swiss goods with 10% of Swiss exports (behind Germany with 20%, but ahead of France, Italy or the UK!) and it also is by far the largest destination of Swiss investments. So, except for strong short-term fluctuations, Swiss companies will certainly be great at adapting to a strong CHF. But for the Swiss economy, the challenge is much more difficult.

For the majority of Swiss companies, adapting in the me-dium and long-term will mean physical hedging, in other words having the cost in the same currency as the revenue. In non-economic terms, this means moving jobs of facto-ries, R&D laboratories and management out of Switzerland to EU countries, to the US and to Asia. Short of finding a recipe against a strong Swiss Franc, outsourcing, off shor-ing and relocation closer to customers will continue to be a significant negative contribution to the growth of the Swiss economy.

In order to continue the success story of the Swiss econo-my, there is no other solution than diligently doing our

The View from Zurich in January 2011

Dear Members,

The Swiss Franc – our beloved na-tional currency – has in the last months beaten all records against the US Dollar and the Euro. At the time of writing this article, the Euro was under CHF 1.30 and the US Dollar well under CHF 1.00. We are justifiably proud of the strong

franc as a sign of trust investors and trader around the world set in the Swiss economic, fiscal and financial policy. We are the best: Hurrah!

Well, short-term this might be a good thing: All imported goods are cheaper, even filling up the car will be less ex-pensive. Our Christmas vacations in the Austrian mountains or in Hawaii will be cheaper. And inflation will be held down thanks to the cheaper imports. So, is it Christmas and Easter at the same time?

Unfortunately not! Our tourism industry is already suffer-ing from the strong Franc. Many foreigners will think twice about coming to Switzerland at these prices and even Swiss residents might start thinking about alternatives to Davos or St.Moritz. For our very important export industry, the strong Franc is bad news. Short-term, financial hedging will give some stability, but medium and long-term this is not a feasible solution.

The basic economic factors, such as the government debts in most large economies and the uncertainties surrounding the Euro make it highly probable, that the Swiss Franc will further strengthen over the long-term (short-term movements

02

EditorialDear Reader,

It’s been a busy winter so far and many of us are in the firm grip of the New Year rush in order to jump start business activities after the Holidays.

Although being innovative is one of the most discussed and valuable leadership capabilities, it is also one of the most chal-lenging ones to achieve. Switzerland in par-

ticular, tiny in size as a nation, with limited natural resources and a small domestic market, recognized early on that innova-tion is the major driver for its economic well being. Hence it historically fostered a business climate, which allowed mul-tinationals as well as small and medium-sized companies to focus on cutting-edge product and service development. In this newsletter edition you can read about a diverse spectrum of Swiss companies, small and large, how they were able to differentiate themselves from their competitors in the United States.

Finally, this is the last time you’ll be reading an editorial from my MacBook Air. As you know, I have been a proud board member of our New York Chapter for the past few years and a strong supporter of our Swiss American Chamber of Com-merce mission. Well, my family and I decided that Zurich is where we need to be long term.

As a multicultural, American-Swiss family, we are truly blessed to call two places our home: New Jersey and Zurich. The sad news is that I have to resign from our New York Chap-ter board and our PR & Communications Committee.

I write you this editorial with bittersweet feelings as the Swiss American Chamber of Commerce has been home to me for almost five years. During this time, I have made some very good friendships along the way and appreciated the oppor-tunity given to me to support many of our New York Chapter activities.

Going forward, my dear friend and chapter colleague Gerhard Stubi, as my successor, will take over the newsletter respon-sibilities.

I wish you happy reading and a great, successful and healthy New Year!

Kind regards,

George Grubenmann Member of the Board (ret.) Swiss American Chamber of Commerce New York Chapter

(Continued on page 3)

Ernst Baertschi, CEO, Sika AG and Commissioner Elizabeth Randall, NJ Board of Public Utilities

Sika – Innovation and Consistency Since 1910

03

Sika Corporation celebrated its 100 Year Anniversary on Fri-day, August 27, 2010, to recognize and celebrate the founding of the company in Switzerland in 1910. This is a significant achievement of a century of solid progress as a global leader in processing materials used in sealing, bonding, damping, reinforcing and protecting. Sika now services building and manufacturing industries with a solid range of high-quality products in concrete admixtures, specialty mortars, sealants and adhesives, damping and reinforcing, structural strength-ening systems, industrial flooring, roofing and waterproofing systems to build total solutions for our customers with a pres-ence in more than 70 countries and over 12,000 employees worldwide.

Sika Corporation’s first operations began in the US in 1937 and some of our original construction projects included the Tappan Zee Bridge and Holland Tunnels. We are headquar-tered in Lyndhurst, NJ with over 1,000 employees nationwide.

Celebrations were held at all our major locations across the country and Canada. In addition to the participation of our employees, Sika invited customers, vendors, and local

homework, again and again. Creating and maintaining the best platform for international companies, keeping our bor-ders open for trade, investments and qualified people, con-tinuously strengthening our education system, promoting innovation and creating of new companies will not solve the problem of the strong Swiss Franc, but it will keep Switzer-land as one of the most competitive and innovative econo-mies of the world – in spite of the strong Swiss Franc. But thinking Switzerland has won the race and retreating to the “Reduit” to savor the victory and reduce “foreign influence” will spell doom on the Swiss economy. Switzerland has no cheap labor, no natural resources, no major domestic

(Continued from page 2: The View from Zurich in January 2010)

market. Our success comes through hard work and brains. That we can be proud of! I wish you a great start into what proposes to be an exciting year. And I am looking forward to working with you to help moving the Swiss-American relationship into positive and prosperous direction.

Martin Naville,

Chief Executive Officer Swiss American Chamber of Commerce

authorities to the celebration. The theme of our centen-nial celebration is “Sustainability”. As a Responsible Care employer, we are actively seeking new ways to help limit and reduce our carbon footprint on the environment while at the same time forging new and innovative approaches with our customers.

At our headquarters in Lyndhurst, NJ, President & CEO, Paul Schuler, welcomed our special guests: Mr. Ernst Baertschi, Chief Executive Officer of Sika AG; Commissioner Elizabeth Randall of the NJ Board of Public Utilities, and our guest speaker, Mr. Andrew Winston, who is a globally recognized expert on green business and co-author of the best-selling book, Green to Gold. Following the presentations, our guests and employees enjoyed a celebratory lunch followed by a “Green Fair”. Our guests enjoyed a fun and informative afternoon, visiting the many vendors and organizations to learn about energy efficiency, transportation alternatives, wa-ter conservation, recycling, healthy living, and locally-farmed produce.

Swiss Chocolate Heaven in New YorkTeuscher Chocolates of Switzerland began more than 70 years ago in a small town in the Swiss Alps. A master choco-late maker embarked on a path that would make him one of the world’s greatest chocolatiers. Dolf Teuscher skillfully blended the world’s finest and only natural ingredients to produce his now famous recipes. Their chocolates are pre-pared fresh in their kitchen in Zurich and flown directly to all Teuscher stores in Manhattan. Many connesseurs consider Teuscher chocolates among the very best in the world.

www.teuscher.com

Genuine Beauty is Everlasting New York – Gübelin’s new jewellery collection

With timeless aesthetics, a memorable golden age of art and the distinctive signature of Gübelin the Jewellers, New York is the new jewellery collection that pays tribute to Art Deco, with its striking colours and gentle, geometric shapes. Its neck-laces, bracelets, earrings and rings combine the finest white gold with fire enamel and diamonds.

New York, the city that never sleeps, is also the city of yearn-ing and longing, the vibrant and pulsating city that blends modern urbanity with the aesthetics of historical architecture. New York and the legacy of Art Deco were the inspiration behind the latest eponymous collection of luxury jewellery by Gübelin the Jewellers. In a development process lasting more than a year, the designers and goldsmiths at the Gü-belin workshops at the company’s headquarters in Lucerne adapted that inspiration for the modern age.

THE HOUSE OF GÜBELIN

Since 1854 the name Gübelin has stood for the very high-est standards in jewellery, watches and gemstones. With its selection of elegant timekeepers and fine jewellery the family-run business is represented at all the prime locations in Swit-zerland: Lucerne, Zurich, Basel, Bern, St. Moritz, Lugano and Geneva. The Gübelin jewellery collection from the company’s own workshops at its headquarters in Lucerne is available only from these exclusive locations.

The Gübelin Holding is headed by its president Thomas Gü-belin, in the fifth generation, assisted by his children Raphael and Sara Gübelin. Besides the jewellery stores of Gübelin AG and the Gübelin Ateliers AG, the corporate group also includes Gübelin Gem Lab Ltd., a scientific gemstone labora-tory recognised worldwide.

For more information please visit their website at:

www.guebelin.ch

04

In the City - Company Highlights

05

Rex the Peeler is King of the KitchenSwitzerland’s Rex has proved itself a classic among kitchen tools, selling more than 60 million times worldwide since its invention more than half a century ago.

Its popularity is undisputed and the little handy vegetable economy peeler has even found its way onto a Swiss postage stamp.

But the future of the Zena company that makes Rex is not go-ing to be easy as it is fighting against falling prices, increas-ing competition from abroad and a succession problem.

While you might think that this is a product that comes out of a large factory with an army of employees, think again.

Rex, which has been internationally protected since 1947, is manufactured at a small company near Zurich which employs only ten people.

The peeler probably owes its success to its design, the fact it is comfortable to hold and is “Swiss made”, and its price. It costs a mere SFr1.90 ($1.53).

MINAMALIST DESIGN

It has an ingeniously minimalist design - a 13mm wide U-shaped bent stripe of aluminium with a pivoted sharp tempered steel blade and a side knife for cutting out eyes of potatoes.

The basic Rex model has six parts. Its cousin Star is made of stainless steel and has just three.

“It impresses me to have a product that is popular but I am surprised because it really doesn’t look all that great. But in use it’s perfect, and it’s cheap,” Peter Newec, owner of the Zena company that makes Rex, told swissinfo.

One story goes that Newec’s grandfather Alfred, the inventor of the Rex, had problems peeling potatoes when he was in the army and tried to make life easier for himself by making a novel tool.

“We are not sure exactly how he got the idea for the peeler. He probably saw the blade in America and then produced his own handle,” Newec said.

The Rex was a huge success for many years and the com-pany profited from demand outstripping supply until the late 1990s.

But the firm had not moved with the times, with innovation

and marketing to a large extent ignored because there was no need for them.

RECESSION

When Newec took over as manager in 2000, he had to face difficulties that had been caused by recession. He also had to face a father who saw no need for changes.

“On the one hand it was very easy because I grew up with this product and made them when I was young to earn some pocket money.

“But it was less easy when it came to reshaping the company to bring changes in public relations and marketing. In the past my father didn’t have to make an effort in this direction.”

Newec once considered giving up but is determined to try to continue the family tradition and is now sole owner of the company. At the age of 48, he also has to think about who will take over from him.

With two daughters who have other ideas about their careers, Newec has to face the fact that he may well have to sell the company for it to survive.

He added that staying ahead of the competition comes down to price and noted that Rex was well accepted and had a good name.

“Rex is selling for SFr1.90 in the shops at the moment so we really have to produce a large quantity of these peelers to make enough money for all the people in the factory.

“I try to make the firm a bit more popular and to make a family out of our products with the packaging. We have some new products including a Julienne cutter, which is at the moment very popular.”

But even the Julienne cutter came at a price for the company, as it needed investment in equipment to make it both reliable and successful.

“It costs a lot of money to produce the new tools... And we have to sell [the cutter] at a price that is compatible with that from Asia.”

While more than a million standard Rex peelers are produced every year, the company also sells a gold-plated model of the tried and trusted tool.

It was first made in 1997 to celebrate the 50th anniversary of the international protection of Rex and 6,000 have been sold since it was taken up by a Swiss department store.

More information:

www.zena-swiss.com

Article copyright: www.swissinfo.ch

06

The Young Professional Committee Celebrates Its First Birthday With a Happy Hour Event on Social Media and Entrepreneurship

What has started as a mere idea over a year ago has be-come a fully fledged committee affiliated with the New York chapter of the Swiss-American Chamber of Commerce: By successfully launching the Young Professionals Committee (YPC), we have started to build a network for the younger generation of Swiss-Americans in the Greater New York area -- people like us. As it turns out, looking for a networking platform to connect with other young professionals in New York, to get together for business events in a social and relaxed environment, and to find inspiring new ideas while meeting fellow young Swiss-Americans in the City is not an isolated cause. And we are proud to say that after several informal gather-ings and initiating events such as a YPC preview of Ro-man Signer’s latest exhibition at the Swiss Institute (kindly offered by Gianni Jetzer), the YPC has already grown to a remarkably diverse group of Young Professionals (YP’s) over the past year.To celebrate our first year of existence and to kick-off an inspiring 2011, YPC organized an event on social media and entrepreneurship on January 19th. A group of young (and a few senior) business professionals and entrepreneurs gathered for a happy hour at the WeWork lounge in Soho, NYC. The evening was hosted by Greater Zurich Area Inc., the Investment Promotion Agency for the economic region of Zurich, Switzerland.The YPC invited Fabian Pfortmüller, the chairman and Co-founder of Sandbox Network, for a conversation about entrepreneurship and current trends in social media. As a young serial entrepreneur, a Zurich native and NYC resident, Fabian is clearly ahead of the curve in all things young, social and entrepreneurial. Sandbox Network is a social playground and late stage incubator for entrepre-neurs under 30, a place where high achieving young talents from across the globe pick their brains and collaborate on many different projects. Values such as diversity, tech-af-finity, sustainability, developmental and humanitarian work with a positive impact on society are high on the agenda of Sandbox Network. Sandboxers – as they call themselves – can be found in 22 cities and the network counts over 500 members. What

makes this inspiring worldwide collaboration happen is the use of social media – a word that Sandboxes already con-sider slightly passé.Fabian foresees a couple of major trends surfacing in en-trepreneurship and social media this coming year. Among them are ideas such as Shared Micro-Responsibility, where, in the spirit of cloud networking, online friendships are taken to the next level in order to efficiently use the internet to collaborate on projects. Piece by piece, pixel by pixel, the crowd-sourced work comes together guided by a shared cause. Or take the Sandboxer’s guiding principle of Digital Intimacy: By carefully and purposefully merging the social and interest spheres on the internet, digitally intimate net-works are creating a place to filter out the noise on social media. Social media is changing constantly. Hence it was great to get an inside scoop on what to expect and what’s to come from someone who is at the pulse of it all. Fabian’s forecast gave plenty of discussion points during the networking part of the event. And there is more to come: The next YPC event on Swiss Design is already in the making. To stay up to date with YPC, please check in with us on Facebook or LinkedIn.Young Professional Committee is affiliated with the New York chapter of the Swiss-American Chamber of Com-merce. The YPC is a community of young professionals, en-trepreneurs, scientists and artists from every walk of Swiss-American life. We now offer a YPC membership for young professionals to join the SACC’s New York Chapter for only $95 a year, allowing for full access to the chamber events, as well as invitations to all YPC events and activities. Want to find out more? Visit our Facebook page: www.face-book.com/swissamerican.ypc or email us directly at [email protected] incubates the most exceptional young achiev-ers between 20 and 30 by providing them with a trusted environment to grow and ultimately have more impact. We select, connect and support young people who make things happen in a global community. www.sandbox-network.com

07

Entrepreneurs at LargeSuccessful entrepreneurship: Film Business in an Ever-Changing World

Nina Froriep has come a long way since arriving in New York in 1989 fresh from an internship at the European Business Channel and the University of Zurich. Her original goal of be-coming a copywriter gave way to her new found passion for filmmaking. She enrolled at the New School with a focus on filmmaking and started to shoot her own films as a student. After graduating, she worked in every imaginable role on set and up through the ranks to producer.

Undaunted by long hours and little job security – almost every member of a film crew is a freelancer and length of employ-ment is limited - Nina decided

to found her own company, Clock Wise Productions in 1997. Since then, she has produced everything from national TV commercials, corporate videos, documentaries, TV specials, music videos, multi-media events and town hall meetings, including the the Swiss National Day celebration here in New York back when it was on Pier 54. Benefiting from her base in New York she has also become a principal resource for many international corporate communications and produc-tion clients.

As a board member of both the Swiss Benevolent Society and the Swiss American Chamber of Commerce, Nina is thor-oughly entrenched in New York’s Swiss community.

Nina, please tell us a little bit about your latest project – the documentary Abraham’s Children.Abraham’s Children was a departure from my usual work in that it is a full feature length film which I not only produced but also directed. The film tells the stories of children from six diverse Muslim families in the greater New York area through their voices and experiences. The idea was to demystify the ‘other’ and bring Muslims to the attention as your neighbors, classmates, colleagues and human beings that strive for the same American dream as generations of immigrants and Americans before them.

What are the biggest challenges of producing a film? Other than finding financing? A true challenge is that our industry is changing at a rapid fire pace, and there have been major paradigm shifts that have and still are altering our industry fundamentally no matter if we produce commercial work or independent films.

The biggest challenges we face are the fact that traditional distribution channels are vanishing fast and most indepen-dent producers now self-distribute and the fact that content is being consumed completely differently, especially by a young(er) cyber-native generation, which expects content to be free and interactive and watches it in short spurts while doing ten other things.

When I started in this business, a film was a film. As pro-ducer, you handed the film off to a distributor once it was finished. If you were lucky, it was shown in a movie theater or on TV and later distributed as VHS; if not it ended up on a shelf somewhere.

Today producers need to secure financing for promotion and distribution as well, which is about 50% of the production budget and that is a huge challenge in today’s down market. The good news is that we retain much more control over our films. The traditional distributors are equally challenged in figuring out a new world of distribution, so we’re all making it up as we go.

After all these years, what gets you up in the morning? The prospect of a strong cup of tea. There are many things I love about what I do. Firstly, as a small business owner in a creative field, I do get to wear many different hats. I have to stay on top of trends in many different fields, but I often have the creative freedom to work on projects that are close to my heart.

I love the diversity of the people I work with. A film is always a collaboration of many different talents, some of which are “suits” and some of which are “sneakers” and some of which are “nerds”. It’s a wonderful aspect of my job to bring all these people together and motivate them to do their best work. I thrive on that.

What’s next?Besides developing a new documentary, I have started a Think Tank with other entertainment industry leaders from every aspect of our industry. We are discussing the future of our industry: how independent, as well as Fortune 500 companies, will have to adjust to the shifts we are seeing in production, distribution and consumption of entertainment. It’s a bit nerve-wracking at times, but for the most part it’s very exciting to be in the midst of a perfect storm.

Priceless Moment? It’s a two-step process. The first is the blank stare that I get when I tell people that “I produce videos”. The second when that blank stare has been converted into unabashed excite-ment after a client has seen their video for the first time.

Thank you very much!

Gerhard Stubi Member of the Board Swiss American Chamber of Commerce

More information at www.clockwiseproductions.com, www.abrahamschildrendoc.com and @NinaFroriep

About this NewsletterWe welcome your suggestions. If your organization or firm would like to reach our members and has anything of interest, please feel free to submit it to us.

Editor-in-chief: George J. Grubenmann Translation Expert: Carol Nold (-McKell)[email protected] [email protected]

Whilst every effort has been made to ensure that the information contained in this newsletter is accurate, neither the editors nor the Swiss-American Chamber of Commerce can accept any liability or responsibility for errors, omissions resp. consequences resulting from the use of this publication. This newsletter can also be downloaded from the SACC homepage: www.amcham.ch

Swiss-American Chamber of Commerce New York Chapter

500 Fifth Avenue, Room 1800 New York, NY 10110

212 246-7789 phone 212 246-1366 fax

[email protected]

08

Comlux is expanding its fleet

2010 is the year of expan-sion for Fly Comlux, the VIP charter and Aircraft Management division of Comlux The Aviation Group. A brand new Bombardier Global XRS has already joined the fleet and is today on the

static display at EBACE Air Show. In addition, within the next months, Comlux will integrate in its fleet a Challenger 605, an-other Global XRS, Airbus A318 Elite and A320 Prestige. The A320 Prestige is currently in cabin completion in Indianapolis at Comlux America. These 5 brand new aircraft are all avail-able for charter and Comlux will be able to cater the rising charter demand after a challenging 2009 year.

In addition to its existing products and services, Comlux has decided to be present on the very specialized market of wide-body/long range aircraft to meet the charter needs of a very demanding category of customers. For this purpose, Comlux has chosen to add to its fleet a 767-200ER BBJ aircraft.

Comlux Completion (formerly Indianapolis Jet Center), part of the Switzerland-based Comlux The Aviation Group, operates two hangars at the Indianapolis International Airport. There, the company upgrades, refurbishes, completes and provides maintenance services for jets and other aircraft. The com-pany plans to invest .3 million to expand the existing hangars and construct an additional hangar to accommodate wide body aircraft.

www.comluxaviation.com

UBS launches new global advetising campaign in the US

The firm’s new brand campaign was rolled out in the US recently. The advertising translates key elements of the UBS Identity into TV, print and

digital ads centered on the idea and tagline “We will not rest.”

The US advertising features four American icons, each of whom has achieved greatness with the support of their teams: Neil Armstrong, Muhammad Ali, Amelia Earhart and Thomas Edison.

The Armstrong ad has been tailored for our institutional and corporate audiences and the Ali and Earhart ads are designed to address the individual investor. The Edison ad

captures the cross-business brand positioning to resonate with all audiences and reflect our dedication to helping our clients succeed.

“This is much more than a simple advertising campaign,” said Group CEO Oswald J. Grübel when the campaign launched in Switzerland in August. “’We will not rest’ expresses the com-mitment, attitude and responsibility of each and every one of us at UBS, starting with me.”

Chief Communication Officer Michael Willi added, “We want our commitment to our clients to come across in an engaging and credible way. We underscore this clear, powerful promise we’re making by linking it to personalities who, with the help of others, have demonstrated it so memorably in their own lives.”

The US campaign debuted on Tuesday, October 12 in the Wall Street Journal and the Financial Times. In the coming months, ads will appear in Barron’s, Forbes, the Economist and Bloomberg Businessweek. In addition to business and financial publications, ads will appear in lifestyle publications – Architectural Digest, Condé Nast Traveler, Golf Digest, The New Yorker, and The Sunday New York Times Magazine as well as in the thought leadership magazines Harvard Busi-ness Review and The Atlantic.

On October 18, the campaign expanded with the start of TV and digital advertising. Television advertising will run on CNBC, MSNBC, Bloomberg and the prestigious Sunday morning talk shows, Meet the Press and Face the Nation. Digital advertising will run on key sites frequented by our au-diences: WSJ.com, CNBC.com, Forbes.com and Bloomberg.com.

“There is no better time than now to fully embrace the spirit of the campaign and win back client trust,” said Robert Wolf, Chairman & CEO UBS Americas. “We have a tremendous op-portunity to establish UBS as the leading bank in the Ameri-cas, and I am confident that we are up to the challenge.”

UBS Celebrates Great American Orchestras: Volume IV - Now Available

UBS Celebrates Great American Orchestras: Volume IV is now available for purchase. This CD makes a great take away gift at an event or nice follow up to send to a client after a meeting. They are only $2.50 per CD.

Our firm’s orchestral sponsorships build upon our long his-tory of supporting the art form around the globe and this CD features selections performed by the firm’s 2009-10 sponsor-ship partners.

Design by Ops Divina www.opsdivina.com

(Continued from page 1: Business Matters)