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Media conference on 13 September 2001
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Multi-level communication
Jean-Marc Felix, Head of Communications and Member of the Executive Board of the Swiss
Bankers Association
Ladies and Gentlemen
Very few industries work so closely with all sections of society as banks do. We
communicate with government and administrative bodies on issues affecting regulation and
the regulatory framework. The general public is important for us: not only as voters,
customers and employees but as shareholders as well. The media scrutinise everything we
do. Outside Switzerland, we work with international organisations, NGOs and the
authorities. These are just a few examples. In my speech I aim to illustrate the
communication measures we use to satisfy our various stakeholders' needs for dialogue and
transparency.
With our website on the Internet we address a very broad public, in particular people
working in the media. We are certainly not the only organisation whose website has become
an indispensable communications instrument. This is why we took the step of completely
redesigning our Internet site. Exactly three years ago we unveiled our new
"swissbanking.org" site - with some pride, I must say. All that remains of that
website now is the name. Our re-designed site gives visitors even faster access to the
information they require. We now publish our comments on draft legislation on the
Internet. Several links to important institutions in Switzerland and around the world make
it easier for visitors to move through the cyberspace of the financial
industry. We took a conscious decision to avoid fancy graphics, games and other
gimmicks.
Our new-look Annual Report is similarly geared to a broader public and allows us to take a
closer look at issues of topical interest. You will find a copy in your press pack. We
will not, however, deprive you of the opportunity to read our usual full activity report -
this can be found on our Website under the link "Publications".
We have a new target group: students aged 14 to 18, whom we reach with our new multimedia
economics teaching tool "BancoMedia". You may remember that we launched this
tool at a mid-year press conference. Just as a reminder, with BancoMedia we aim to teach
students about the basic workings of - and complex interdependencies in - a global market
economy in a fun, lively way. The programme is based on CDs and a special website, 
www.bancomedia.ch. We have already received thousands of orders for BancoMedia,
a fact which illustrates
that we really struck the right chord.
Communication outside Switzerland with Swiss Plus
The PR campaign launched in April 1999 as "Swiss Plus - Financial Excellence" is
still on the road outside Switzerland. Swiss Plus is a partnership between the SBA, SWX
Swiss Exchange, SIS SegaInterSettle and the Telekurs Group. At events outside Switzerland
we present our traditional strong points as well as the new strengths of our financial
centre.
In July 2000, Swiss Plus was in Paris. The delegation was headed up by Federal Councillor
Pascal Couchepin and our Chairman, Dr. Georg F. Krayer. In June 2001 we were back in Paris
for a follow-up event. Likewise, we have held two events in Frankfurt. Plans are currently
underway for a delegation headed by Federal Councillor Joseph Deiss to visit Milan on 15
October 2001 and a further event to be held in London. Events are planned for New York and
Madrid next year.
First public affairs events with "LAIF"
As part of the communication activities of the Executive Committee "International
Financial Centre Switzerland" (LAIF) set up a year ago, a LAIF delegation met with
representatives from the EU in December 2000. In June of this year, in conjunction with
the Swiss Embassy to the United States, "LAIF" organised a special lobbying
event in Washington, followed by an "information luncheon" in New York. The
events held in the United States were geared towards demonstrating that, although
Switzerland is committed to protecting the privacy of bank clients, this protection does
not extend to funds stemming from crimes.
We intend to build on events of this type, be they on a large scale or more modest. For
example, a visit to Berlin is planned for November of this year.
We are in constant contact with representatives from Swiss government and administrative
bodies at all levels. For a year now we have been organising our lunch-time "Midi
Meetings" in Berne. These meetings are opportunities for specialists from the banking
world to present and discuss over lunch topical issues such as bank client
confidentiality, the Swiss stock exchange, stamp duty, etc. At this year's conference for
ambassadors in Berne, diplomats were given a briefing about the Swiss financial sector at
a half-day workshop.
Members want to keep abreast of developments
We have also expanded information events for our members. Over the past 12 months there
have been around 10 events, each of which has been attended by up to 250 people. In
addition, we have an electronic link with our members via our "Extranet", which
was recently redesigned.
New corporate design
As a result of the growing international element in our activities we decided to modify
our corporate design. The Board of Directors has approved the introduction of a new logo
as well as the decision to replace our 15-year-old emblem with a brand name,
"SwissBanking". Such a brand name is neutral and precise, and does not date as
fast as an emblem. Naturally, the move does not change the legal designation of our
Association. Our new corporate design will be introduced tomorrow, which is Swiss Bankers
Day.
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Junior
Bank
