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BMO Financial Group begins new retirement campaign

The Toronto-based BMO Financial Group has begun a new marketing campaign to promote its wealth management services to Canadians over the age of 45 who are planning their retirement. According to the company, this is its first campaign that includes all of its wealth management divisions. These include BMO Nesbitt Burns, BMO Retail Investments, BMO InvestorLine and BMO Harris Private Banking. The effort consists of television, print, online and in-branch advertising, along with events and other activities that will take place through the year. The campaign, called "Regeneration," was created by Cossette Communications. Tribal DDB developed the online materials. Apex Public Relations is handling the PR component. The creative uses affirmative copy such as, "I will retire, but not stop growing." According to the company, this approach reflects the new retirement aspirations and attitudes of the Baby Boomer generation. "This generation has an incredible passion for life and that's not going to change the minute they turn 65," said Caroline Dabu, vice-president and head of marketing and client strategy for BMO's Private Client Group. "As an industry, we have to start talking about retirement differently. We can't look at it as a fixed event and only talk about it during the annual RRSP season." English-language broadcast advertising will run until April 2, while print and online advertising will continue until June. A modified version of the campaign is running in Quebec.

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