News Releases
BMO Nesbitt Burns, BMO Financial Group's full service professional advisory firm, will roll out its new print ad campaign across Quebec today. Building on the success of BMO's "Profitez" campaign, the series of ads boldly demonstrate to affluent Quebecers the freedom derived from having an investment advisor manage the full scope of one's wealth management needs - from investments to estate planning. With such comprehensive consultation, the cheeky ads imply, clients will have time to address other issues in their lives, such as managing their teenager's impact on the family dynamic.
"It takes bold strokes to show affluent Quebecers that BMO Nesbitt Burns is so much more than just a brokerage that deals in stock trading," said Gérard Taillon, Senior Vice-President and Managing Director, Quebec. "Ultimately, it's about helping clients realize their core aspirations by offering them a primary advisory resource who can manage their complete financial life."
According to BMO Nesbitt Burns, the aging population and a corresponding increase in wealth is changing how affluent investors approach financial services - from an offering centred on investing to solutions built on multiple needs, including tax minimization, business succession and estate planning. Internal BMO Nesbitt Burns' research found that 75 per cent of clients are interested in a more personalized financial plan. Affluent clients, 55 years and older, are particularly in search of comprehensive relationships that go well beyond hot stocks and products.
The ad campaign includes four print ads, all of which play on a similar theme of managing individual needs through customized financial solutions. Created by BMO Financial Group's ad agency, Cossette Communication-Marketing, the ads showcase depictions of the expertise BMO Nesbitt Burns can deliver, and the unique personal client needs that are better met by the clients themselves.
"It was important for us to break through from a communications perspective. And also, mark the change in a spectacular way," said Martin Gosselin, Vice- President and Creative Group Director of Cossette Communication-Marketing.
The ads will appear in Les Affaires, initially in a cover wrap over the regular May 15th edition, as well as in Affaires Plus, L'Actualité, Montréal Inc. and Revue Commerce over a two and half month period. The integrated campaign will also appear on various Web sites and there will be a direct marketing component.
BMO Nesbitt Burns is part of BMO Financial Group's Private Client Group. The Private Client Group provides integrated wealth management services in Canada and the United States and has total assets under management and administration and term investments of $278 billion at January 31, 2004.
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High resolution JPEGs of the ad campaign artwork are available upon request