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Business Development Bank breaks new campaign

The Montreal-based Business Development Bank of Canada, a Crown corporation owned by the Government of Canada, has begun a new campaign called “Here for What’s Ahead.” Developed by Cossette, the campaign is intended to depict the “incredible determination that keeps Canadian entrepreneurs going every day,” as well as the ways the bank can assist them. It includes 60- and 30-second commercials in English and French using imagery of several real BDC clients. These will be accompanied by 30-second radio ads, pre-roll online video, social media ads and display banners. The campaign will run nationally until March 2021.

“Cossette comes from a long line of entrepreneurs and we’re still very much driven by our entrepreneurial spirit,” said Louis Duchesne, president of the Quebec and east regions at Cossette. “BDC’s mission has always been important, however it has taken on a new meaning this year in light of the challenges businesses and entrepreneurs are facing. We’re very proud to support BDC and, in doing so, contribute to their support of Canadian entrepreneurs and our Canadian economy.”

Cossette was recently retained again as creative agency of record for the bank following an open call for tenders in 2019.

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