Foreign banks in Switzerland are partnering with the communications agency Brand Affairs to improve their public image following the collapse of Credit Suisse.

The Association of Foreign Banks in Switzerland (AFBS), which represents approximately 100 member institutions, aims to increase its visibility and establish itself as a key player in the Swiss financial sector.

The AFBS will employ an integrated communications strategy that combines traditional media outreach with digital platforms such as LinkedIn.

Raoul Oliver Würgler, the director of AFBS, highlighted the important contributions made by member banks to the diversity and stability of the Swiss financial center.

Markus Kramer, the managing partner at Brand Affairs, emphasized the goal of presenting the AFBS and its members as essential partners for businesses and private clients.

This renewed focus on corporate banking and leveraging international networks is a strategic response to the challenges faced by foreign banks in the aftermath of Credit Suisse's collapse.