Nicholas Wright
UBS Wealth Management
Chief marketing officer
In a sea of homogenous marketing activity, Wright must be credited for his genre-defying marketing strategy. A leader in wealth management, UBS last year posed the question "Does wealth make us rich anymore?", has placed content marketing at the heart of its strategy, forging partnerships with media brands including Vice Media and Vanity Fair to create its thought-leadership platform Unlimited. Launched with a lecture from Stephen Hawking, the content marketing-led approach has led UBS into unchartered territory. For the Zurich-based Wright, taking risks is paying dividends and in markets where brand awareness is high, it is an approach that has enabled him to reduce his investment in above-the-line advertising.
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