Special Roger Federer Credit Suisse Roger Federer 7

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The Credit Suisse Magazine Since 1895 Special Edition December 2 011

Roger Federer Sports Legend, Role Model, Philanthropist

Exclusive Interview Roger on the 2 011 season, his foundation and life after tennis / Malawi Field trip to a Roger Federer Foundation project; Author Kambalu and a personal account on his country; Credit Suisse employees in Malawi as part of our volunteer program / Brand Ambassador An exclusive look behind the scenes of the Relax campaign shot by director Jordan Scott in Dubai 18 9 5

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Roger Federer and Credit Suisse

Roger Federer has been an ambassador for Credit Suisse since 2009. We are extremely proud of this partnership. After all, there can hardly be another personality who embodies the values of our company better than this global sportsman with Swiss roots. The bank also fully subscribes to Federer’s self-imposed commitment to achieving top performance at all times and in all circumstances. His sporting successes have already made him a sporting legend at just 30 years old. But no less impressive is Federer’s very fair and respectful manner toward his opponents on and off the court.

However, it is not just his achievements as a sportsman that have shaped Roger Federer’s positive image all around the world. Much valuable work is done by his foundation, which he set up in 2003 in order to support education projects, particularly in Africa. This brings us to something else we have in common – social responsibility. Credit Suisse, too, is convinced that long-term commercial success is directly dependent on a stable and healthy social environment. That’s why we have dedicated ourselves – together with our staff and partner organizations – to working on behalf of society and social issues for several years. For the same reason, we agreed to make an annual contribution of 1 million dollars to our sponsorship partnership with the Roger Federer Foundation (RFF) over a period of 10 years. This contribution is primarily channeled into a new RFF initiative in the area of early childhood education in Malawi, from which more than 50,000 children will benefit.

But the Malawi project is just one of many school projects that Credit Suisse supports as part of its Global Education Initiative, which was launched in 2008. With the help of proven international partner organizations, this gives thousands of disadvantaged children and young people of school age the chance to attend a place of education, while at the same time helping to improve the quality of education on offer.

You can find out how Credit Suisse meets its responsibility towards society in other ways too, by reading our annual Corporate Responsibility Report, or simply by visiting our website. Cover Roger Federer during a photo shoot As a sportsman, personality and human being, Roger Federer is the ideal ambas- with star photographer sador to represent the values of Credit Suisse and to support us as a partner in our Mario Testino. Page 24 ambition to become the most highly regarded bank in the world.

Brady Dougan, CEO of Credit Suisse

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Published by: Credit Suisse AG, P.O. Box 2, CH-8070 Zurich, Tel. +41 44 334-5258 Editorial team: Marco Falbo, Daniel Huber (project lead), Iris Kuhn-Spogat, Jürg Schiess Design & Concept Arnold. Inhalt und Form

Cover image photo: Team Testino / Credit SuisseCover/ imageTestino photo:Team | Alberto Photo: Credit Venzago/ Suisse www.arnold.inhaltundform.com, Text Control AG (proofreading) Print: Swissprinters AG / Print run: 500 4 Roger Federer

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Roger Federer “Nothing Beats Winning” Two days after his first-ever victory at Paris Bercy, bulletin caught up with a satisfied Roger Federer on November 15, 2 011, in Zurich for an informal chat about his children, his foundation, the mystery of motivation, the Olympic Games in London and what life might bring after tennis.

Congratulations on your victory in Paris! Though you apparently managed to catch a cold from your children. Any improvement there? Yes. On Sunday and Monday I had a rather sore throat and congestion. But I’m OK now. What do you take when you come down with something like that? I only reach to the medicine cabinet in extreme situations. If things get really bad, I might take a flu remedy and occasionally something for the nose. But generally speaking, I’m extremely cautious about taking medication. You have to be so careful given the long list of banned substances. But that doesn’t leave you with much time to get completely fit for theATP Finals in London. That’s true. Having played the final in France on Sunday, it was only yesterday and today that I’ve been able to relax a bit, and tomorrow I’m off to London, where I have a few more commercial commitments as well as training sessions. But actually I have no great concerns about not being fit in time for the tournament. Apart from anything else, my body is still benefiting from the six-week break I took before the tournament in Basel. And the twins are now better, too? They had rather bad ear infections and one of them even had to be prescribed antibiotics. But they’ve now bounced back. Your family spends almost the whole year living out of a suitcase. Are you always prepared for these things and armed with the standard medications and household remedies? Mirka is amazingly well-organized in that respect. We carry all the important meds from Switzerland around with us for the

Photo: Christian Schnur Christian Photo: children, for ourselves and indeed the entire team. > 6 Roger Federer

You’ve booked into a Zurich hotel for three nights between It’s true that moving constantly between different hotel rooms is the tournament in Paris and the one in London. But haven’t you not as easy when you have small children. So we do end up travel- got your own apartment just a few kilometers away from here? ing around the world with a great deal of personal stuff. We like to It’s just not worth our while returning home for such a brief period. create a bit of a feeling of home even when we’re far away. Of It’s much more relaxing to be in a hotel with all the services they course, we also have to be a bit more aware now – perhaps there’s provide. We did the same last year and it was the right thing to do. a nice vase that we need to watch out for, or something potentially And for your home tournament in Basel, were you with dangerous sticking out that the girls could hurt themselves on. your parents? But that’s just part of life. The first year was certainly very difficult. No, we were in a hotel there, too. Somehow it works better for me Now they’re a little bigger, which makes things easier. We can to be in a hotel during a tournament. When I stay at home, it feels increasingly do more things together, which is terrific fun. But a bit too much like I’m on vacation. And I lose that edge of positive basically we’re already trying to spend a bit more time in Switzer- tension. And then I start doing this and that – things that I wouldn’t land so that they can get a feel for the seasons. And of course, otherwise do. By contrast, it’s much easier to focus on tennis this is where a lot of our friends and relatives live, particularly the when I’m in a hotel, and I play better. Even in Dubai I book into a grandparents. hotel during the tournament, although it’s virtually next door. But the feeling of a typical Sunday afternoon with Mom Is there anywhere that you can really call home? and Dad must be something of an unknown to them. Where do you feel home truly lies? It’s pretty rare. Except when I’m knocked out of a tournament at For me, it’s Basel, no question about that. After all, I speak a relatively early stage and am given a few free days. And then “Baseldütsch,” (the local Basel dialect) I was born there, and grew when I take a long break like I did this fall, I suddenly have a great up there. I know my way around by heart – by bus, car, bike or deal of time for them. For sure, it’s not as straightforward as it on foot. I’ve also lived elsewhere in Switzerland and always felt might be for fathers with a more steady job, but all in all I spend very comfortable and at home there, too. But nothing could ever a great deal of time with them. quite replace Basel. What will you do when the girls get to school age? And yet you spend almost more time in your second home in That’s actually not something we have given serious thought to just Dubai than you do in Switzerland. yet. For some reason, I feel it might unsettle me unnecessarily Dubai is ideal for me simply from a training perspective. It’s pleas- right now. Because there are so many different options to con- antly warm there throughout the winter. Admittedly, it’s something sider. When we’re on tour, we occasionally hand them over of an artificial world and has the slight feel of a large holiday into playgroups so that they can have contact with other children. resort, but our life there is extremely simple and uncomplicated. And of course they always have each other, which is very nice. It’s also perfectly positioned geographically, being halfway to Asia But you’re right, things like this will soon have to be addressed. and Australia. That makes it an ideal training base for me. You Children’s education is also the theme at the heart of your can’t build up a training regime in December in Switzerland before foundation. And a lot has happened with that in the past year. going out to play in 40 degrees of heat in Australia in January. The Match for Africa last year was a really important milestone. That just won’t work. Thanks to our sponsors – particularly Credit Suisse, Rolex, Lindt But to return to the theme of being at home: Where do you and National Suisse – and other benefactors, as well as the spec- keep personal stuff like photos, souvenirs and books? tators in the arena and those watching at home, we managed to They’re all in Wollerau. raise a huge amount of money for the foundation. That was unbe- And how does that work for the children? What about lievable and I was obviously delighted and found it very touching. their favorite toys? After the event, all of us at the foundation sat down to discuss how bulletin special Roger Federer Credit Suisse Roger Federer 7

“We deliberately take many personal things with us when we travel. We like to create something of a homey feel, even when we’re far away.”

we would deploy these substantial funds and what new projects and that people are happy to listen to me and watch me play. Of we could commit to. In addition, thanks to our long-term partner- course, that’s something I experience out on the tennis court too. ship with Credit Suisse, we were able to launch our largest project Which was something we saw in the final in Paris too, where so far in Malawi. This will run for 10 years and benefit more than your opponent Tsonga had home advantage and was able 50,000 children. That’s a huge number in itself. But some of to play in front of his own crowd. Even so, the spectators cheered the revenue from the Match for Africa also went to the foundation you very warmly at the end. assets with a view to guaranteeing the sustainability of various But that affection springs from something mutual. I’m very fond projects. Purely from a general point of view, the options open to of French crowds, who always give me very warm support at the foundation are now much greater, which opens up completely the French Open. Which is wonderful, because the French have new perspectives. And that’s very exciting. enough good players of their own and don’t need to take a But won’t the foundation then demand more of your time? foreigner to their hearts. No, I wouldn’t say that. The foundation has now evolved into a highly In his biography “Open,” Andre Agassi describes how he felt a professional organization with Janine Händel as managing director. great hole open up after reaching the number one spot. He had But I’m delighted to be able to acquire a great deal of knowledge in finally reached his goal, and he felt the motivation draining away. this area even during my active tennis career. And people grant me Over the course of your career so far, you’ve already achieved a lot of goodwill and respect for the work that I do. more than anyone else. Where do you keep finding the motivation From a strategic point of view, the foundation is now looking to stay right at the top over such a long period of time, while not to focus even more strongly on Southern Africa in the future. allowing the flame to occasionally burn lower? How did that come about? Every career has its downs as well as its ups, so motivation is a There are so many countries and regions around the world that massive factor. How many times do you want to win Wimbledon, could benefit from our support. But it’s not possible to be actively how many times Basel? But wanting to do something and being involved everywhere. And by focusing on a particular region, we able to do it are two different things. What’s more, reaching a final make many things easier – for our managing director, our benefac- but not winning it is also not that easy. Then suddenly the whole tors, and not least for me, too. For example, we can visit several thing feels like a lost week. Of course, in one sense it’s been projects as part of the same field trip. There are also a number of great. You’ve had a good tournament, amassed important ranking cultural similarities throughout this region that help us to gain a points, earned decent money and all the rest of it – but ultimately better understanding. a defeat in the final is a bitter blow that you have to get over. In an international survey conducted by the renowned No one remembers the loser. So you have to pick yourself up and Reputation Institute, you were rated as the personality with the motivate yourself all over again. second-highest reputation – behind Nelson Mandela but How did it feel when you took over the number one ranking in ahead of the likes of the Dalai Lama and Bill Gates. Doesn’t February 2004 after winning the Australian Open? being such a role model bring its own burden? That really was a crossroads in my career. I had to ask myself the To a certain extent yes, but I’m happy to be a role model for young question: Am I satisfied with having won Wimbledon, the Tennis people. Particularly if I can be of help to parents too. For example, Masters Cup in Houston, the Australian Open and being the top- if they can say: “That’s the kind of thing Roger would (or wouldn’t) ranked player, or do I want more? There was no question in my do.” And of course I couldn’t resist a smile at finding myself so mind that I wanted to achieve more. But equally, I couldn’t start high up on a list of so many great personalities. Particularly as accepting every good offer that came my way. Money was always meeting some of these people would be a kind of dream come secondary for me. I wanted to make the most of my momentum

Photos: Christian Schnur Christian Photos: true for me. At the same time, it shows me that I have credibility, and plan my career intelligently so that it wouldn’t be derailed by >

Credit Suisse bulletin special Roger Federer 8 Roger Federer

unnecessary injuries. I have always set myself both short-term and “Ultimately, I believe that with long-term targets. And that’s enabled the fire to keep burning. But of course you also need some good luck and the right environment, a great deal of hard work and I’ve been lucky enough to have all of that. you can shift luck just that little But let’s talk specifics: What motivating goal did you set bit in your favor.” yourself when you took your six-week break following the US Open and the Davis Cup? Well, first of all I focused on replenishing my energy level. I was very drained, and needed to let a few minor injuries heal, take myself away from the hustle and bustle of the circuit, spend time with my little ones and with my wife Mirka; basically just take everything more calmly and step back from being the focus of attention. one player can be victorious. Tennis can be an enormously frus- So that was what mattered to start with. Later on, in a second trating sport and can really play on your nerves. At the end of the phase, I got back my desire to become quicker and stronger, or at day, nothing beats winning. least to find my way back to my full potential. And by the end I Didn’t you also feel a certain sense of satisfaction? even felt I was playing better than before the break, which gives Because again you bounced back so strongly despite having you a great sense of reassurance that you’ve done the right thing. been written off in many quarters. The final against Tsonga in Paris was actually a much closer Perhaps a little. But basically I’m much more relaxed about that thing than what the result shows on paper. Tsonga’s break point, kind of thing than I used to be. I’ve reached the point in my career for example, in which he missed the line by a hair’s breadth, where I can focus on what really matters: playing tennis, having could have been a turning point in the match. fun on court, and enjoying being in Basel. Of course, it’s nice to Indeed. Bad luck for him perhaps, and good luck for me. Had it read complimentary reports about my performance rather than crept in, we would probably have gone to a third set, and then who peevish remarks to the effect that I would do better to retire. But if knows what might have happened? But at the top level of tennis, I can still be up there in two or three years, then hopefully most the line between victory and defeat can be an extremely fine one. people will see things rather differently and be pleased for me. There’s a saying in English: “It’s windy at the top.” Momentum can That was also the case with Agassi, of course. change very quickly from one side to the other. Matches at this But tell us in all honesty: At your age, can you really set level are extremely tight, and the players have to push themselves yourself the target of reaching the number one spot again? to the limit. And part and parcel of that for me is the pressure you I wouldn’t perhaps articulate that goal formally as such, but the are exposed to from the public and the press – both before and fire for this kind of achievement simply has to keep burning inside. after the game. Otherwise it’s really tough. Rankings in tennis can change with But of course you actually ended up winning that game. remarkable speed. You can amass a large number of points in a Because at the decisive moment I was just a tiny bit more focused very short space of time, only to lose them all again just as quickly and 100 percent convinced of my ability to win. I was sure that the following year. The fact that I was able to hold on to the I was doing the right thing. Ultimately, I also believe that with a number one spot for so long between 2004 and 2008 was a great deal of hard work you can shift luck just that little bit in remarkable thing in itself. But if I succeed again in playing at the your favor. top of my game for a prolonged period, anything is possible. Was the victory in Basel just as important for you? One of the things that fascinates me about major tennis It was simply a great feeling to finish a tournament as the winner tournaments is the extreme loneliness of the players on the court, once again. Ninety-nine percent of players get defeated, and only surrounded by thousands of spectators. Indeed, you’re not even bulletin special Roger Federer Credit Suisse Roger Federer 9

allowed to talk to anyone for the entire match. How do you deal with that? It’s a very special thing. There’s no helmet in which we can hide away. We’re exposed for all to see, wholly reliant on ourselves. At the same time, even the smallest emotion or expression is merci- lessly captured by TV cameras in close-up. You’re aware of that, of course. So when you go out on court it’s like going into a kind of virtual world – but one that is at the same time also very real, as you get to do exactly what you do best. And then you get to experience the applause of the public – or the lack of it – very directly. Do you ever seek eye contact with those close to you? Occasionally, particularly in Basel. But rarely with someone from my team. I wouldn’t like to be too heavily dependent on my team members for support. Ultimately, I need to be able to per- form on court without them. Of course, it’s important to feel that they support me and analyze my game, but at the same time I think everyone should have enough self-confidence to be able to walk through the fire without any help at key moments. Let’s now look ahead to London 2012. This Olympic tournament seems to be particularly important to you. Yes and no. I can’t prepare specially for this tournament, because my schedule is already laid out beforehand. First the tournament in Halle, then Wimbledon, and then the Olympics three weeks later back in Wimbledon. So there’s even a little bit of time off in between. But that preparation format is actually ideal, and luckily it doesn’t involve a great deal of travel. Normally I would be in top shape after that, injury aside. If I were to get injured, say, before the French Open, that would be disastrous. I would suddenly miss Milestones of a Great Career out on three big highlights. So I need to be extremely focused on Snapshot on November 19, 2011 things next year and to do everything the right way. But everyone else is in the same situation. So my fourth Olympics are the most straightforward from the preparation side, but at the same time Born August 8, 1981, in Basel the most special. Why special? Height 186 cm

Because it’s at Wimbledon, which occupies such a special place Weight 85 kg in tennis. But I’ve always found the Olympic Games a very special Playing hand Right (single-handed backhand) experience. At my first games in Sydney I met Mirka, and also came fourth, which no one expected. And then I had the honor First ATP tournament July 1998 in Gstaad of leading out the Swiss team in Athens and in Beijing, where First professional season 1999 I also won gold in the doubles. Is there a chance that you might team up with Martina Hingis World ranking Number 4 (previously number 1 for a total of 286 weeks)

at the Olympics for the mixed doubles? Grand Slam titles 16 I haven’t spoken to her personally about it, and will have to give it Australian Open 2004, 2006, 2007, 2010 some serious thought in the near future. For her it would certainly be a bigger effort than for me, because it would mean a brief French Open 2009

return to competitive tennis. And whether she still wants that at Wimbledon 2003, 2004, 2005, 2006, 2007, 2009 the age of 31, I don’t know. But if it doesn’t come about, neither of us would see it as a disaster. US Open 2004, 2005, 2006, 2007, 2008 You’re now 30 years old yourself. It’s quite clear that you Tournament victories: Singles 69 still enjoy tennis and compete at the very highest level, Tournament victories: Doubles 8 but surely you are gradually starting to reflect on what life will bring after tennis? Olympic medal Gold (Beijing 2008, doubles)

Credit Suisse Well, I naturally view life through slightly different eyes than I Awards First sportsman to be voted World Sportsman of the Year four times | did five years ago, when tennis tookwup 100 percent of my daily at the Laureus World Sports Awards (2003, 2004, 2006, 2007)

routine. Certainly, I’m thinking more about life after tennis now. Personal Father Robert is Swiss, mother Lynette South African; meets But a number of fascinating challenges are already starting to fellow professional tennis player Mirka Vavrinec at the Sydney Olympic emerge – not least work with my foundation and my sponsorship Games in 2000, whom he marries on April 11, 2009; birth of twin daughters Charlene Riva and Myla Rose on July 23, 2009

Photos: Christian Schnur Christian Photos: partners. Interview: Daniel Huber

Credit Suisse bulletin special Roger Federer 10 Roger Federer Foundation

A big reception for Janine Händel, managing director of the Roger Federer Foundation, at the nearly completed Ufulu Center in Peheriya in the south of Malawi. In her speech, she emphasizes that it is primarily the work of the village community that will be decisive in providing the children with a better start in life. She says the RFF can merely offer them support in their efforts.

bulletin special Roger Federer Credit Suisse Roger Federer Foundation 11 Helping Children In Malawi Get a Better Start Over the next 10 years, around 54,000 children should benefit from a new early childhood education project set up by the Roger Federer Foundation ( RFF ). The RFF’s biggest project to date was made possible thanks to its longstanding partnership with Credit Suisse. bulletin accompanied Janine Händel, managing director of the RFF, on her field trip to this very poor but amazingly beautiful country in Southeast Africa.

Just a few minutes after landing in Lilongwe, newspapers. The ceremony is being held to Janine Händel – traveling with handluggage mark the official launch of the project and only – is already being taken straight to the also to present the baseline study carried out Crossroads Hotel in the city’s government by ActionAid Malawi on behalf of the RFF. district in a car belonging to ActionAid The extensive field study seeks to record the Malawi. There, final preparations are being current status of early childhood education made for a reception given by the Honorable in six districts of Malawi, with a view to Theresa Gloria Mwale, Minister of Child and ensuring the correct priorities are set and the Community Development, to mark the official successes or failures of the measures taken start of the RFF’s biggest project to date. can be gauged over the years. In the large auditorium of a seemingly very Early Childhood Development Crucial Western-style conference hotel, the 150 or so guests are welcomed by groups of singing The mood is relaxed and cheerful. After the and dancing children. The guests include welcome address, a master of ceremonies representatives of ActionAid Malawi and works her way through a packed program of other aid organizations working in the field speakers, various vocal and dance groups, of early childhood education, selected early as well as a comedy duo. In her speech, childhood caregivers, other guests of honor, which she begins by praising the diverse

Photo: Bernard van Dierendonck van Bernard Photo: as well as journalists from radio, TV and beauty of the country, Janine Händel >

Credit Suisse bulletin special Roger Federer 12 Roger Federer Foundation

Facts about Malawi Population 13.1 million 40 percent live below the poverty line Average life expectancy 52.4 years Nutrition 19 percent of children under the age of five are malnourished

Chitipa HIV/AIDS 12 percent of people aged 15–49 have HIV/AIDS Rumphi Official national languages Mzuzu City English and Chewa Main exports Tobacco, tea, sugar, cotton Currency Ntchisi Malawi kwacha

Source: DFID 2009/2010

Lilongwe City Lilongwe Ng’andu Liwonde Machinga Top left Janine Händel (right), managing Zomba director of the RFF, with the Honorable Municipality Theresa Gloria Mwale, Minister of Child Blantyre City and Community Development, at the official launch of the project on July 12, 2 011, Nsanje in Malawi.  Districts of the campaign Middle left Janine Händel painting with children at the Ufulu Center in Peheriya. Bottom left Early childhood development under the mango tree: The center in Ng’andu is still very rudimentary, but it will soon have a new complex of buildings. Top right The makeshift kitchen at the Ufulu Center with a new wood-burning oven that is especially energy-efficient thanks to its cement cladding. Bottom right Encouraging the use of existing resources: Villagers making adobe bricks to build the new center in Ng’andu.

2010 12/09 01/10 02/10 Chronology of the New Malawi Project 12/2009 In December 2009, a cooperation deal is agreed with the Roger Federer Foundation (RFF) as part of the sponsorship arrangement newly entered into with Roger Federer. Over a 10-year period, Credit Suisse will support the RFF with a sum of 1 million dollars 01/2010 annually. At an initial meeting in January 2010, representatives of the RFF and Credit Suisse agree that the additional funds will mainly be used to launch a new, multiyear education initiative.

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highlights the fundamental importance of ensure a broad buy-in. The teaching and hands. Then we cross the Shire River and early childhood support, which she sees as coaching of around 800 early childhood drive for another hour over a paved road to crucial in a person’s entire later development. educators – all of whom work on a voluntary the marshy hinterland of the Machinga She refers to Malawi’s great tradition in this basis – is also vitally important, according to district, close to the country’s border with regard, a theme also taken up by Martha the foundation. Members of the sponsoring Mozambique; after a further 90 minutes Khonje, who is the country director of committee will also take part in these training down a bumpy dirt road, we come to the ActionAid Malawi: In excess of 8,000 modules so that they can gain a better under- small settlement of Ng’andu. There, we’re community-based childcare centers (CBCCs standing of the importance of early childhood welcomed by singing, dancing women who for short) were built in the 1990s, she says, development and learn about management take the visitors to a ruin where a center for as part of a government initiative. But more of these centers. young children has been operating for more than 80 percent of these are either still very than a year now. It’s a former court building. Country Roads Teeming With People limited or scarcely able to operate. What’s Along with a mango tree, however, it is used more, just one-third of the infants in Malawi Over the next two days, we see the day-to- by the teachers to house around 160 infants. can actually attend such a center. day reality behind the theory with our own Together with a building next door, this tum- eyes. Early the next morning, in two off-road bledown structure is set to be restored. As 80 Centers in Six Districts vehicles, we drive at breakneck speed across with all CBCCs in the project, the plan is to The aim of the Roger Federer Foundation’s bumpy asphalt roads to the southeastern have a kitchen and toilet as well as a large new 10-year project – made possible thanks part of Malawi and Liwonde – a journey of common room and various smaller rooms for to the long-term partnership with Credit four hours. The road is constantly teeming class, games and relaxation. There’s also Suisse – is to improve quality at 80 existing with people walking or cycling, either alone playground equipment outside, together with CBCCs in six districts of Malawi. These 80 or in small groups, carrying wood, potatoes, a small garden. CBCCs are intended to play a trailblazing role sugar beets, gherkins, chickens, or just wa- Roger Federer’s Best Wishes for all other centers in the country. However, ter, from A to B. Very elegantly, some of the the plan does not involve ActionAid building women are carrying huge baskets or other In their speeches, the various village elders, a series of completely new, one-size-fits-all loads on their heads. With an average of 105 as well as regional managers from ActionAid, centers from scratch. On the contrary: The people per square kilometer, Malawi is one repeatedly emphasize the great determina- improvement in standards is to be achieved of Africa’s most densely populated countries. tion of the village community to ensure the solely on the basis of existing infrastructure Privacy is something of a luxury here – even CBCC is completed and the children of the and organizational structures, which will be on country roads. village get off to a good start in life. As well raised to a uniform level on a highly individu- as conveying the best wishes of Roger Tasty National Dish of Nsima al basis through selective improvements. The Federer all the way from Europe and thank- aim is for all construction-related changes At a roadside cafe in Liwonde, we eat fish ing everyone for the wonderful reception to be carried out by the local communities stew accompanied by a mushy white corn- given to her, Janine Händel strengthens the

Photos: Bernard van Dierendonck van Bernard Photos: themselves as much as possible, in order to based porridge – known as nsima – with our resolve of all those present to change >

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0 7/ 2 010 The RFF Board of Trustees decides at childhood education has already been a meeting at the end of July 2010 identified by the government and that the additional resources provided cor responding measures taken – albeit through the partnership with Credit to an insufficient degree due to a lack 06/2010 Suisse will be used to launch and of necessary resources. In a next step, A second workshop to discuss the manage a new 10-year program in the research shows that there are already geographical scope of such a major 04/2010 field of early childhood education in 44 local organizations active in the field In April 2010, representatives from project is discussed in June 2010. Malawi. The country is favored not only of early childhood education in Malawi. the RFF and Credit Suisse attend This leads to two recommendations because it meets the foundation’s RFF asks a selection of the biggest, most a workshop with three external experts. for the Board of Trustees. guidelines, is situated in Africa, and is established organizations to draw up The aim is to narrow down the wide one of the poorest countries in the key proposals for a 10-year program at range of possibilities with regards to world, but also due to its longstanding the end of September 2010. education initiatives in Africa. The political stability, with its size – 12 million idea of a long-term project in the field citizens – making it relatively man - of early childhood education is born. a geable. It is also easily accessible, and English is widely used as one of the official languages. The need for early

Credit Suisse bulletin special Roger Federer Partnership with Credit Suisse: Under the auspices of the sponsorship partnership concluded with Roger Federer in 2009, the Roger Federer Foundation (RFF) receives 1 million dollars per year; this funding was one of the key factors that made it possible to launch this new project in Malawi. As well as this partnership with the RFF, Credit Suisse also supports a selection of other international organizations as part of its global Top The nearly completed Ufulu education initiative, thereby helping thousands of disadvantaged Community-Based Childcare Center young people of school age to obtain a sound education. ( CBCC ) in Peheriya, Machinga District. Bottom On the way from Lilongwe to Liwonde: The roads in Malawi are always You can watch the videos of the teeming with people transporting goods project launch ceremony in Lilongwe either on foot or by bicycle.  and the visits to the centers  at www.credit-suisse.com/bulletin.

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10/2010 At the end of October 2010, the 09/2010 RFF Board of Trustees decides in favor A narrower selection of the proposals of ActionAid Malawi’s concept proposal. submitted is made and presented This entirely local organization has 03/2011 to a committee of experts at the end operated in the country for more than 20 11/2 010 At the end of March 2 011, RFF of September 2010. This results in years, and is embedded in an In mid-November 2010, ActionAid managing director Janine Händel travels two recommendations, one of which international federation of more than 40 is commissioned to produce a baseline to Malawi in the company of member is the clear favorite. national organizations. The headquar- study by the end of January 2 011. of the Board of Trustees Christoph ters of the federation are in Johannes- The 80 young children’s centers covered Schmocker to gain an impression of burg, South Africa. by the proposed program, located in the current situation on the ground six of Malawi’s 28 districts, are visited and discuss the proposed program with and analyzed in order to take stock the people responsible at ActionAid. of the current situation. The results of the baseline study are important for defining the most realistic – and there- Continued from page 13 fore effective – packages of measures.

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things through their own efforts. “Enabling “One of the primary RFF project. In largely deforested Malawi, the community to be aware of its own re- goals of this project is firewood is in increasingly short supply. Three sources and to make better use of them is that the community women are busy preparing the corn porridge one of the primary goals of this new project in a large pot. In Ufulu, too, a master of cere- in Malawi,” Janine Händel explained. “Instead is aware of its own monies takes us through a packed program of paying a construction company to renovate resources and makes of speeches from CBCC managers and the buildings, for instance, the project will better use of them.” village elders, songs, dances and other only procure the necessary tools and mate- Janine Händel, Managing Director of the RFF performances. However, it’s clear that the rials so that the inhabitants of the village can children – who are aged between four and do the job themselves.” ActionAid’s Martha six – are somewhat intimidated by the visitors Khonje adds: “The people in charge of the from faraway Europe who are watching their CBCC tell us what they need, and we get clay modeling, painting, singing, dancing and hold of it for them or pay the bills.” The same skipping activities. This is even more the will apply later on with regards to the center’s case, as all the important village elders have actual operating expenses, for items such as come for the welcome ceremony. stationery or seeds for the gardens. During Complete Reconstruction their stay, the children receive a small meal normally consisting of a portion of nourishing The trip ended with a visit to the CBCC in corn porridge. Selemani, which is still housed in a traditional straw hut. Preparations for a complete Clay Bricks Are Shaped, Dried and Fired reconstruction are in full swing, however. A On the next day, we get to see this porridge vast number of fired clay tiles have already being prepared in a large pot when we visit been laid out and a piece of land that is well- the nearly completed Ufulu Center only a few placed at the center of the settlement, right kilometers away as the crow flies (due to the next to the road, has been cleared and pre- dirt track, the journey takes over an hour). only the foundations of the kitchen building pared. One day, this is where up to 150 of This particular CBCC was originally set up are in place, several men are busy arranging the region’s girls and boys between the ages and funded by an Italian government aid proj- and plastering the red clay bricks. The bricks of four and six will get their preparation for ect. Then, in a storm two years ago, the roof are shaped, dried and fired on-site. Right a better life. was blown away and activities suspended. now, cooking is underway in a makeshift As the sun slowly begins to set – as early ActionAid has now brought it back to life as kitchen fenced in by reeds. However, there’s as 4 p.m. during the winter in Malawi – we part of the RFF project. In addition to the also a modern cooker that is encased in have an abundance of impressions and ex- roof, there was also a covered area outside. concrete and therefore exceptionally ener - periences to hold onto for the long journey

Photos: Bernard van Dierendonck van Bernard Photos: The toilet wing is also nearly ready. While gy-efficient. This was also funded by the home. Daniel Huber

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12/0 6/2 011 01/05/2011 On June 12, 2 011, the official launch of the project is celebrated with a cere- May 1, 2 011, sees the Roger Federer mony in the Malawi capital of Lilongwe. Foundation’s biggest project in Malawi to Among the guests of honor are Janine date get off the ground. The aim is to Händel, managing director of the Roger directly effect a decisive improvement in Federer Foundation, and the Malawi early childhood education for around Minister of Child and Community 07/04/2011 54,000 children over the next 10 years Development, the Honorable Theresa At a meeting of the RFF Board of in what is one of the world’s poorest Gloria Mwale. At this event, the results Trustees on April 7, 2 011, Janine countries, and give the children involved of the baseline study conducted by Händel talks about the impressions she a better start in life, and therefore ActionAid Malawi in December 2010 15/03/2011 gained in Malawi and the status of the keys to their own destiny. The and January 2 011 are also presented. On March 15, 2 011, partner organization the project. Only now does the board project was made possible thanks to ActionAid submits a concrete proposal give the definitive green light to the longstanding partnership with for the initial three-year phase. implement the initiative, meaning an Credit Suisse. initial substantial sum of money is awarded to ActionAid in Malawi. >

Credit Suisse bulletin special Roger Federer 16 Roger Federer Foundation

Author and Artist Samson Kambalu on his Malawi Humanness, Levity and Flames: A Malawian Safari

Malawi is an unknown place, a terra incog- Christian faith stays true to his or her own nita so to speak. After initial exchanges, conscience – the Church of the Nazarene, people ask me, “Where are you from?” and the Church of the African Nazarene, the I say, “Malawi” and they say “Mali?” I reply, Baptist Church of Malawi, the Apostolic “No, Malawi – a small country in Southern Baptist Church of Malawi, etc. Africa, near Mozambique, Zimbabwe.” These churches are the fiercest schools “Oh,” they say. “I have been to Mozambique, Galudo – a of critical thinking and creativity I have ever attended. beautiful beach. And Mauritius.” When I was growing up and wanted to become an artist I was invited to a conference in Austria, and while there was still no art shop or gallery in Malawi, but that on another book tour in Vienna, the organizer came to was not a problem – in a typical Presbyterian Malawian my hotel and said, “How is Mali?” I said, “Malawi.” The Sunday school, there was enough dissent among the organizer had a puzzled look on his face. We went ahead catechists as to what the true meaning was of scripture with the meeting but the man has not been in touch again to teach you that there are many ways of looking at about the conference, and the date has passed. the world – and that God most probably didn’t exist! Is it a problem that most people can’t put a finger on That’s all one needed to become an artist – and by the the map and say, that’s where you are coming from? I time I moved to the United Kingdom to study fine art, used to think that – not anymore. As a matter of fact as I was ready. an artist it’s great to come from a quiet country – there The Malawi map is totally arbitrary – its sweet pota - are fewer boxes waiting for me to be put in and locked to shape was drawn up by some Victorian adventurers away, as might have been the case had I said I was from over a bottle of wine, during the so-called Scramble for China, Zimbabwe or the US. It means I can create an Africa in the late 19th century. These adventurers had identity for myself from nothing. For some time now, discovered a beautiful lake in the Great African Rift Val- I have been known as that guy who makes “Holy Balls,” ley and they wanted some land around it, where they footballs plastered with pages of the Bible – with which could put their feet up and gaze at the mesmerizing people can “exercise and exorcize.” Which brings us to golden shimmer over the lake at sunset. The Portuguese, the next intriguing thing about Malawi – rampant religi- who were there first, let the British have the lake, as long osity. But it’s not only about a belief in God, the Devil they didn’t interfere with their business elsewhere in the or meaning. It’s more about identity. With the country region. The lake is where the name the country got its rapidly modernizing, traditional ways are being discarded name – Malawi, which means flames. for a brave new world – many people are moving out of This Victorian romanticism meant that when I used to their remote villages to find a place for themselves in the visit my mother’s home village in Ntcheu as a child, it new towns sprouting up and down the country. Many of was sliced in the middle by a huge dusty road, which was them lose their bearings along the way. The church offers the border between Malawi and Mozambique. Some of refuge to these lost souls, often right here on earth. my relatives found themselves in Mozambique one morn- Thanks to the continuing legacy of Martin Luther, even ing in history – all so that a bunch of European adventur- in Africa, there are probably as many Christian denomina- ers could sit down there and look at the flaming lake in tions as there are churches, as each new convert to the the distance while sipping gin and tonics. But deep down, bulletin special Roger Federer Credit Suisse Roger Federer Foundation 17

Samson Kambalu was born in 1975 as the fifth child of a family of 10 inMalawi. He received a scholarship to attend the renowned Kamuzu Academy and organized the first conceptual art exhibition in Malawi. From that point on, in many respects things took off for him: geographically, as he moved to London where he lives today, and also with regards to his career as an artist. His “Holy Ball,” Kambalu’s best- known artistic work, hopped from one part of the world to another. His autobio graphical novel, “The Jive Talker,” is his first published book.

I don’t really blame them. Lake Malawi is breathtaking most beautiful people you will ever meet. Malawians have all right, I have been there. I would have done the same invested in themselves – in the simplicity of their life- given the chance. And the lake has 300 colorful species styles, kindness and respect towards other people, of fish found nowhere else in the world. almost bordering on religious altruism. If one cannot feel I wonder what my ancestors were eating before that welcome in Malawi, I doubt that this person would huge dusty road sliced their village in two – probably some feel welcome anywhere in the world. wild game, roots, millet, nuts – but by the time I was born, Malawi became independent from the United King- the food was thoroughly Victorian. And that means very dom in 1964, and was turned into a one-party state soon austere and simply prepared, what nowadays you would after – under the “wise” leadership of His Excellency the call “healthy eating.” Most of it was either boiled or roast- Life President Dr Hastings Banda – political opponents ed – that’s all. A good simple Christian meal as recom- were fed to crocodiles in the Shire River, but if one stayed mended by Queen Victoria: No lurid spices were to be away from politics, after buying the party card, life was added, only a pinch of salt for taste. And so it has re- pretty normal – carefree, even. My parents worked hard mained to this day. Meat was for Sunday. There are not at their jobs, boozed and went to church on the weekend; many cows in the country, anyway. During the week one we rebelled to the latest American records and films. Foot- was a vegetarian, with a diet of maize (corn) meal and ball fanaticism, hooliganism even, was rampant in the kidney beans, pumpkin leaves with groundnut, blackjack country’s urban areas – some local, some international. leaves and other such ndiwo. Maize cake, nsima, was I supported Chelsea and Limbe Leaf Wanderers – still do! eaten often because that’s the country’s staple diet; In the villages some tribal cultural practices such as ironically it is responsible for malnutrition in a lot of kids initiation and masquerading continue. as to make proper nsima the nutritious husks on the grain Malawi had become independent all right, and devel- are discarded with pestle and mortar. Otherwise it is oped into a multiparty democracy in 1994, but suddenly mgaiwa, a coarse rustic maize cake not refined enough around the same time everybody seemed to be getting for the forward-looking modern Malawian. sick – modernisation had come at a price. The loosening Being located in the Great African Rift Valley means of cultural morals and taboos, and growing poverty as Malawi is not great for large-scale farming, so if the rain the people moved into towns left a lot of people exposed is scant the crop often suffers. It is the same when there to the HIV virus that had been silently circulating since Samsun Kambalu “The Jive Talker” is too much rain – everything gets washed down the Shire the ’70s. You most probably just had to be sexually active ISBN-10: 0224081063 River into Mozambique, often flooding the giant country to get it then. My generation was lucky in that we grew Jonathan Cape, 2008 with misery. Most Malawian farming is small-scale sub- up with posters warning people of the virus. Our parents sistence farming, and that means the country is always did not have this information – and many perished in on the brink of starvation and abject poverty. There is no proportions akin to those of the Black Death in Europe. oil, nor gold or diamonds in Malawi to make up for it – ex- But one can hope that Malawi has come out of the tensive hunts have produced nothing but useless rocks. depth of hell, even more beautiful than before. Not A lack of precious minerals, unlike most of her neigh- materially, as the country remains the third poorest in boring countries, however, means Malawi has remained the world – but in terms of peace, levity and humanness,

Photo: Niall McDiarmid Niall Photo: a peaceful place since independence, with some of the which is what Malawi is best at.

Credit Suisse bulletin special Roger Federer 18 The people of the village proudly show their their show proudly village the of people The bulletin special RogerFederer works for Credit Suisse in London. In the fall fall the In London. in Suisse Credit for works International, aInternational, partner Credit Suisse organization. Plan of project education an supported she of 2010, she traveled to Malawi, where where Malawi, to traveled she 2010, of Manthe Laura labor. their of fruits the visitor Roger Federer Credit Suisse

Photos: Muster Mustermann | Muster Mustermann Credit Suisse 19 More than Money As part of the Global Citizens Program, two Credit Suisse employees in London traveled to Malawi last year to provide a local partner organization of the Global Education Initiative with advice and support.

Supporting charitable organizations financially is one thing. Providing own determination and initiative. “It wasn’t about telling these young them with manpower is quite another. In 2010, Credit Suisse launched people how to earn money,” says Daniel Bates, “but about helping its Global Citizens Program pilot project. This involves calling on staff them to think entrepreneurially.” In other words, earning money was to exchange their everyday work for deployment on a project with a a consequence rather than a form of motivation. “The effect on the partner organization for a specific period of time. Credit Suisse pupils was startling,” recalls Daniel Bates, “and their interest was decided that the focus of the Global Citizens Program would be on quite clearly very strong.” The first challenge for the pupils was to education and microfinance. In the sphere of education, 15 Credit describe the hallmarks of a successful business. And what they came Suisse staff were deployed in 10 different countries and with five back with a day later really impressed Laura Manthe: “They had partner organizations in 2010. never reflected on this topic before,” she says, “yet they handed in Two of these volunteers were Laura Manthe and Daniel Bates. A business sketches that were truly inspired, with plenty of thought- year ago, both were working for Credit Suisse in London. In the fall through detail.” What’s more, just like the business idea “Elephant of 2010, they traveled to Malawi as Global Citizens. In Mzuzu, which Tram,” all the suggestions were in line with what was feasible, and is situated in the north of the country, they were warmly welcomed the pupils also came up with detailed answers to the questions of by students aged 17 and by Janine Berridge, a member of the inter- what, when, who, where and how much, on the basis of their own national aid organization Plan. This organization specializes in providing personal knowledge. “That’s an experience that will remain with these disadvantaged people with access to education, health care and children,” says teacher Macmillan Moyo. “Even if they do not get a drinking water. Assistance of this kind is desperately needed in permanent job when they leave school, the creativity that they have many places in Africa, where millions of children are trapped in a unlocked here will help them to earn a living.” vicious circle, in which a lack of money means a lack of education, But that doesn’t mean they will have it easy. “The standard mind- a cycle that is very hard to break. set in the developed world is that Africans just have to grow or >

Learning to Think in an Entrepreneurial Way

Since Credit Suisse views education as a weapon to combat poverty, it has been providing Plan International with financial support since 2008. In Liberia, for example, three primary school buildings Global Citizens Program have already been built and more than 50 teachers trained. In Launched in 2010, this program for volunteers enables qualified Cambodia, donations are used to fundamentally improve the range employees of Credit Suisse to put specialist knowledge and of education on offer. But by sending Laura Manthe and Daniel Bates professional skills to work for education and microfinance projects of partner organizations operating abroad. By spending time on- to Malawi, for the first time Credit Suisse was also putting its own site, they can fulfill the specific needs of these organizations and help employees at Plan’s disposal; both Laura Manthe and Daniel Bates them to further develop their projects. The Global Citizens Program were deployed as teachers. was further expanded in 2011. A total of 31 employees took advantage of this opportunity to deploy their knowledge and capabilities Both undertook to help young people think through the idea of on behalf of the partner organizations, thereby helping to make

Photo: Credit Suisse Credit Photo: setting up their own business and create a better life through their the benefits of these projects more sustainable.

Credit Suisse bulletin special Roger Federer 20 Credit Suisse

“I was impressed by the enthusiasm of the children. They grasped the quintessential value of education, and enjoyed their time at school.” Daniel Bates

“I will never forget that there are people who have to work so hard for so little.” Laura Manthe

Left Exuberant reception: Laura Manthe and Daniel Bates visit a primary school in a small village close to the town of Mzuzu in the north of Malawi. Right Keen to learn from one another: Laura Manthe enjoys a chat with a group of young women.

produce something, and then they can sell it again and earn money,” Laura Manthe. Or the fact that the pupils faced the prospect of says Daniel Bates. “But that’s not true in Malawi. It’s comparatively one or even two hours’ walk in extreme heat to get to school, with easy to grow something there, but selling it is a much bigger chal- nothing to eat until they returned home again in the evening, and were lenge.” still so motivated: “That really was an eye-opening experience for me.” And what was the biggest challenge for him in Malawi? “The most Daniel Bates has similar memories: “The great sacrifices that the difficult thing for me was seeing people who had too little or even children and their families make in order to get an education show nothing to eat,” says Daniel Bates. “Throughout my life, I’ve never how important the work undertaken by Plan really is,” he says. “I was had to worry about where my next meal was coming from.” But he impressed by the enthusiasm of these children. They grasped the was impressed nonetheless by their spirit: “Despite their poverty, quintessential value of education, and were visibly excited every time these people came across as very content; they were open, and they came to school. Their dedication and commitment has inspired happy to have a chat at any time.” me to improve things in my own life, too.” Iris Kuhn-Spogat

Something Changed – for Everyone

New ideas, confidence in their own creative abilities, excitement about the future – there is every chance that something will have changed for some of these students thanks to Laura Manthe and Daniel Bates. Either way, not only have they now drawn up their first business idea from A–Z, they have also sat behind a computer for the first time (“their hands were trembling with excitement,” recalls Laura Manthe) and founded a computer club. Laura Manthe and Daniel Bates did not just give, but they also This QR code will take you to the video received – and they didn’t only teach, they also learned. Their volun- on the Global Citizens Program of tary work in Malawi remains a very vivid memory: “I will never forget Credit Suisse and the impressions of Laura Manthe and Daniel Bates from that there are people who have to work so hard for so little,” says their work in Malawi. bulletin special Roger Federer Credit Suisse Roger Federer 21

Roger Federer’s Global Reputation More Famous than the Dalai Lama and Queen Elizabeth II According to a global study by the Reputation Institute, Nelson Mandela is the only one of the world’s greatest personalities to enjoy a better reputation than Roger Federer. An extraordinary choice, but with good reasons to back it up.

1. 2. Nelson Mandela, Roger Federer, former president tennis player of South Africa Photos: Media24 / GalloPhotos: Images/ Media24 | Graham Hughes | Credit Suisse 22 Roger Federer

First of all, a list was drawn up with the names of 54 of the most well-known and popular figures from politics, business, cul- ture and sports. This list was then presented to exactly 51,055 people selected according to demographic criteria in 25 countries. They were asked to rate how popular, respected, admirable and trustworthy each name was on a scale from zero to 100. The results were astonishing. Swiss tennis star Roger Federer grabs second place behind undisputed winner Nelson Mandela, the former antiapartheid fighter and later on president of South Africa – ahead of visionary business leaders actively involved in social issues, like Bill Gates or Warren Buffett, of popular figures like Queen Elizabeth II or the Dalai Lama, and of Apple founder Steve Jobs and rock musician Bono, front man for the band U2. He also came in ahead of Pope Benedict XVI.

“The Whole World Loves Federer”

“The whole world loves Roger Federer,” an- nounced Swiss television in amazement at 3. the result. We already knew that Switzer- Bill Gates, land’s own top athlete was globally popular, founder of Microsoft but is he really as revered as all that? Ap- and philanthropist parently, yes: The 2011 Leader RepTrak study, as the independent survey commissioned by the US-based Reputation Institute is officially called, confirms conclusively that along with his other successes, the 16-time Grand Slam winner’s personality and popularity are at a peak. According to the study, he is esteemed and respected well beyond the frontiers of the sports world. That’s what makes this second position an accolade that not even Federer’s closest acquaintances thought possible. Even so, it was clear even early on that his modest, forthright, and yet unruffled manner attracted a strong liking – and not just among sports fans.

Inundated With Honors

Federer was voted Swiss Personality of the Year by television viewers – probably the most prestigious distinction awarded in his home country – back in January 2004 when he had only one Wimbledon Champion’s Cup in his trophy cabinet. Soon it became diffi cult to keep track of his many honors. For example, at the peak of his dominance in 2006, there was hardly a sports personality vote that he failed to capture. He consistently topped the charts even with media outlets like USA Today (US), BBC (UK), L’Equipe (France)

and La Gazzetta dello Sport (Italy). Still, most Photo: ChinaFotoPress Roger Federer 23

of the accolades he garnered were limited to some presidents, although that group in- The Reputation Institute’s Ranking the world of sports. The most important of cluded the president of North Korea. The 15 top-ranking personalities in the these was the selection by the Laureus popularity survey of the globally active The Impact of the Federer Foundation Reputation Institute. Foundation as World Sportsman of the Year. Federer is the only sportsman so far to win The survey result clearly pays Federer his due 4. the distinction four times. Another example for sharing his success and money with  is the title of “Fans’ Favorite” in tennis, which others by giving as much as possible back – Warren Buffett, CEO of Berkshire Hathaway he has already won eight times. through his generous public work and and philanthropist particularly through the Roger Federer Foun- An Honorary Citizen of Spalenberg dation, which is primarily active in Africa – Federer’s distinctions also include some rather than using his success and money in 5. real gems. For instance, in 2006 People a spirit of arrogance, selfishness and ex- Richard Branson, CEO of Virgin Group magazine included him in the gallery of the travagance. The survey “confirms that people Sexiest Men Alive, an honor that he himself respect leaders who participate in philan- found rather funny. And his hometown of Ba- thropic activities beyond the field of their 6. sel also awarded him an honor that is un- own celebrity,” Reputation Institute chair-  Steve Jobs, founder of Apple usual even just in terms of its name, but one man Charles Fombrun said in a statement. that also enjoys great respect – Honorary Fombrun links Federer’s popularity directly Citizen of Spalenberg for 2008. However, he to his commitment to society, including to 7. was inducted onto the honor roll of Spalen- helping people in South Africa. Federer’s  berg a year late, due to the honoree’s busy mother is from South Africa. “Both donate Oprah Winfrey, talk show presenter schedule. time and money to the betterment of the re- and entertainer gion and its people. The results of our survey Media Presence Throughout the Year are a recognition of their efforts.” Also bolstering Federer’s popularity and 8. Reputation Outlives Success  fame is the fact that he is a tennis player and Bono Vox, lead singer of U2 not, say, a footballer, motorbike rider, or ice The top ranking is even more important for and philanthropist hockey player. He spends virtually the whole Federer because it comes at a time when he year competing somewhere for major tro- is no longer the undisputed king and serial phies, and thus is much more in the media winner in his sport. This supports the inter- 9. spotlight than athletes whose seasonal high- pretation that his popularity is largely due to Ratan Tata, CEO of Tata Group lights are fewer and farther between. And qualities not necessarily related to success. because cameras spend hours relaying And it suggests that his good reputation will close-ups of his face onto people’s television outlive his sporting career, which, inevitably, 10. screens, his recognition value is also much is of limited duration. The brief congratula-  Elizabeth II, Queen of England greater than that of athletes who are barely tory note by a certain Milaja on the forum of pictured and often are hidden by helmets and his personal website hits the nail on the glasses or share the limelight with other head. It reads: “You will be loved and admired 11. teammates. by people all over the world throughout your  whole life. You are a shining light and a Ban Ki-moon, UNO General Secretary Nine Million Facebook Friends source of joy wherever you are.” Marco Falbo According to the US company Forbes, Federer today gets more media coverage 12. than anyone else in the world. That’s also Angelina Jolie, actress why his fans are still growing in number. His site on the social network Facebook now has 9 million fans. Every picture that he up- 13. loads – even just pictures from a short  Tenzin Gyatso, Dalai Lama harbor tour in Sydney – may lead to tens of thousands of “Like” clicks and some 3,000 comments in no time at all. 14. Alongside Federer, only four other ath-  letes have made it to the selection list of the Barack Obama, President of the United States Reputation Institute: baseball player Derek Jeter (16th place), basketball player LeBron James (23rd place), footballer David Beck- 15. ham (24th place) and Tiger Woods. The Satoru Iwata, CEO of Nintendo golfer was rated in 47th place, still ahead of

Credit Suisse bulletin special Roger Federer 24 Roger Federer

A Glimpse behind the Scenes of the “Relax” Advertising Campaign The man at the heart of the Credit Suisse advertising campaign “Roger Federer, Relaxed” wasn’t the only world-class player to contribute. The creative forces behind the production were also carefully selected from the very top ranks of their professions.

bulletin special Roger Federer Credit Suisse Roger Federer 25

Sophisticated, elegant and restrained. The brief for the global image campaign launched by Credit Suisse at the start of 2 011 featuring sponsorship partner Roger Federer shows the Swiss tennis legend on posters and in a television advertisement in a different light: not as the combative tennis genius with nerves of steel, but from a personal and private perspective – relaxed by the pool, resting in the changing room, reading a book, or reflecting quietly in a hammock. The colors are understated, the filming done in a mini- malistic and simple style. The sense of relaxation in the ads is underscored by an appeal- ing jazz tune that plays in the background (see box on page 26).

From Victory to Film Set

To ensure the styling of the campaign met the high standards required by Credit Suisse and captured Roger Federer appropriately, a number of internationally recognized profes- sionals were brought on board. The poster photos were taken at the end of November 2010 by fashion and society photographer > Credit Suisse/Filmgerberei | Muster Mustermann Muster Mustermann | | Fotos: Muster MustermannFotos: Fotos: Muster MustermannFotos: Suisse Testino/Credit Team Photos:

Credit Suisse bulletin special Roger Federer 26 Roger Federer

Mario Testino. A Peruvian by birth, it was complished film director and Oscar prizewin- ing. “I did absolutely nothing, and was earning Testino who took the official pictures of the ner Ridley Scott, who has made a name for praise from all sides for doing it.” engagement of Kate Middleton and Prince herself in the advertising industry through Clear Message William. In 1997, just prior to her death, he commercials for the likes of Nike, Prada, also crafted portraits of Lady Di. He is second Renault and Orange. The commercial was The message behind the “Relax” campaign to none in terms of making his clients look filmed in a rented villa whose modern archi- with Roger Federer is clear: Thanks to the as good as possible, even under the most tecture and classic swimming pool design bank’s expertise and experience, Credit difficult conditions. In the case of Roger formed the ideal backdrop. In total, some 50 Suisse clients need not worry about their Federer, however, this aspect of his talent people – technicians, cameramen, makeup money, and can focus on what is important was hardly put to the test: The photo shoot artists, drivers and catering staff – were to them with total peace of mind. And along was seamlessly organized at Federer’s sec- involved in the event. the way, the bank will help them to realize ond home in Dubai, and the tennis star was their goals and dreams. “Strange Experience” always in the best of humor and cooperative In the case of Roger Federer, this has throughout the session. Hardly surprising, The focus of attention was of course on been the case almost since he was born as only 12 hours previously he had seen off Roger Federer himself – this despite the fact back in 1981. For it was just a few weeks great rival Rafael Nadal in the final of the that his remit was to luxuriate in doing nothing. after his birth that his parents opened an 2010 ATP World Tour Finals in London. His principal task consisted in lying noncha- account for their son with Credit Suisse – or lantly on the springboard and gently rippling “Schweizerische Kreditanstalt,” as it was then Modern Setting for a Cool Commercial the surface of the water with his fingers, be- known. This is behind the ad campaign’s The TV commercial was likewise shot in Dubai. fore finally plunging headfirst into the inviting full slogan: “Helping Roger Federer Relax. To oversee the shoot itself, Credit Suisse depths. “I found the shoot a rather strange Since 1981. Credit Suisse.” commissioned Jordan Scott, daughter of ac- experience,” said Federer afterwards, laugh- Jürg Schiess

Elite Musicians Commissioned for Exclusive Jazz Tune An important factor in the success of the TV commercial is the background music. This was not simply sourced from a sound library, but was composed and recorded specifically for the advertisement in question. This task was entrusted to the London-based One More Music Company, which specializes in producing music for cinema, TV and advertising. Proprietors Marc Campbell and David Arch boast an outstanding reputation in the international music industry. Arch has played piano on the sound tracks of film blockbusters “The King’s Speech” and “The Queen,” among others, while Campbell has produced albums for jazz greats such as Horace Parlan and Charlie Rouse. “As a rule, tranquil commercials are backed by piano music,” says Campbell. “However, we wanted to add something a bit unexpected. That’s how we came up with the idea of a jazz tune.” The recording session took place in the middle of April 2011 at Angel Studios in the heart of London, with a dozen or so top musicians taking part. Arch makes special mention of trumpeter Guy Barker and percussionist Clark Tracey. “Both are exceptional artists, and very highly regarded on the international jazz scene,” he says, adding: “It was a great honor to work with them.” You can download the “Roger Says Relax” jazz tune as an MP3 file directly from www.credit-suisse.com/rogerfederer > multimedia > jazzsong

 This QR code will upload the “making-of” video as a TV ad on your Filmgerberei

smartphone. / This will take you to the “making-of” video of the photo shoot.  All videos relating to the partnership with Roger Federer can be viewed at

www.credit-suisse.com/rogerfederer. Suisse Credit Photos: bulletin special Roger Federer Credit Suisse GrowingIn Up The documentary series on the Roger Federer Foundation initiative, made Malawi possible through a partnership with Credit Suisse.

Malawi Dorothee What do the next 10 years hold Age 3 in store for the children in this country in Southern Africa? Thanks to a major project of the Roger Federer Foundation, 54,000 children are receiving a better preparation for their Tito Age 4 schooling, allowing them to be better prepared for life.

The Credit Suisse Joanna Age 4 documentary series “Growing Up in Malawi” The documentary will provide regular updates on three Hanex Kapingasa children, a caregiver and a Caregiver at a day care center representative of the relevant and father aid organization in this

Bernard van Dierendonck van Bernard country in Southern Africa | over the course of 10 years.

Chalizamudzi Matola ActionAid International

Photos: Patricia Wagner Patricia Photos: project coordinator Growing Up In Malawi Watch the first part of the new documentary series at credit-suisse.com/rogerfedererfoundation LINDT’S CEO ERNST TANNER SALUTES ANOTHER YEAR OF GROWTH. Credit Suisse has helped raise his company’s standing.

credit-suisse.com/clients

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