The lady is a driving force in changing UBS's image

UBS building

Famed photographer Annie Leibovitz, best known for her powerful portraits of musicians and other celebrities, is the driving force behind UBS’s first major brand overhaul since 2009.

MarketWatch reports that a new global ad campaign comes as the banking giant attempts to distance itself from recent scandals including being hit with $545m in fines to settle accusations that it was involved in manipulating currency markets and interest rates. More recently, the bank reported another strong quarter with a sharp jump in profit that topped analysts’ expectations.

'The brand campaign is an expression of the successful strategic transformation UBS has undergone over the past four years', Sergio Ermotti, the chief executive of UBS, said in a statement.

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Annie Leibovitz’s latest project is an image overhaul for UBS

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