Why Your Brand Needs Emotion To Truly Build Trust w/ Ex-UBS CMO Johan Jervøe

The Art of Marketing: Insights from Johan Jervoe, Former CMO of UBS

In today’s fast-paced world, being a Chief Marketing Officer (CMO) is about more than just traditional marketing. Johan Jervoe, the former CMO of UBS, shares his take on what separates good marketing from the exceptional stuff that really connects. With years of experience under his belt, he knows a thing or two about what drives success at major companies.

What Makes a Great CMO?

Jervoe emphasizes that the best CMOs are a mix of curiosity and a solid understanding of their audience. He’s all about “insights-driven work” that translates into content people genuinely want to engage with—be it creative ads or insightful white papers. His goal? To create that “stopping power” where people think, “Hmm, this is interesting. Maybe I should chat with them about my finances.”

Customer Insights Are Key

A big theme in Jervoe’s philosophy is the importance of really getting to know your customers. At UBS, he led a project that involved over 7,000 customer interviews to dig deep into their needs and perceptions. It’s not just about collecting data; it’s about understanding the full customer experience.

For example, while working with the Bicester Collection, Jervoe’s team conducted 8,500 interviews to figure out what made their shopping experience stand out. This level of detail is crucial for crafting marketing strategies that hit home with the audience.

Creativity Meets Execution

Jervoe recalls the impact of BMWfilms.com, a trailblazing campaign featuring long-format films directed by big-name filmmakers like Guy Ritchie. It’s a perfect example of how creativity, paired with smart execution, can change how people perceive a brand. Jervoe doesn’t claim to be the creative genius, but he excels at making the right calls on ideas and pushing creative limits.

Collaboration Is Everything

A huge part of Jervoe’s success comes from working with top talent, both in-house and with agencies. He believes in hiring people who are even better than he is, creating a culture where excellence is the standard. His mantra? “You get the agency you deserve.”

Turning Insights into Action

One of Jervoe’s strengths is turning customer insights into real marketing strategies. He shares the story of how McCafe started in Vienna, where initial struggles led to a better understanding of coffee culture. This experience paved the way for a successful rollout across Europe, showing that a tailored approach can make all the difference.

The Power of Celebrity

Jervoe knows the impact of leveraging celebrity influence. Whether it’s Annie Leibovitz’s campaign at UBS or collaborations with Justin Timberlake and McDonald’s, he highlights the need for authenticity. The right celebrity partnership can amplify a brand’s message, especially when their values align. For instance, Leibovitz’s campaign focused on empowering women in banking, echoing UBS’s commitment to diversity and inclusion.

Facing Modern Marketing Challenges

The digital era brings its own set of challenges and opportunities. Jervoe reflects on how social media has transformed the marketing landscape, emphasizing the need for vigilance. One misstep can create a ripple effect, so being responsive and attentive is key.

The Human Touch

At the heart of Jervoe’s insights is the importance of connecting with customers emotionally. He points to campaigns like UBS’s “Am I a Good Father?” which resonate because they touch on universal human questions. Building this emotional connection not only fosters loyalty but also drives real business value.

Conclusion

Johan Jervoe’s journey as CMO of UBS offers essential lessons for marketers looking to elevate their game. His emphasis on deep customer insights, collaboration, and blending creativity with execution provides a solid playbook for navigating today’s marketing complexities. By focusing on authenticity, emotional connections, and meticulous execution, marketers can craft campaigns that truly resonate and drive lasting success.

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