Image Campaigns - do they make sense for Banks?

Both Credit Suisse and UBS have recently launched advertising campaigns that are aimed to bolster their brand image. But does the sponsoring of Formula One really help UBS to reclaim lost ground with the high networth clientele that must surely be the main target for its marketing efforts? 
Image Campaigns may well have a role to play for banks that are active in the mass market but for banks that are mainly involved in the institutional or high networth market a more focused approach must be the preferred route.