Y & R

December 02, 2013 12:50 ET

BMO Financial Group Appoints Y&R as Lead Agency for All Brand and Retail Banking Business Across North America

Y&R Canada to Oversee Integrated Marketing in Canada; Y&R Midwest Continues to Lead BMO Harris Bank in the United States

NEW YORK, NY and TORONTO, ON--(Marketwired - Dec 2, 2013) - Y&R announced today that it has been named lead agency for BMO across North America.

Led by teams in Toronto and Chicago, Y&R will oversee all brand and integrated retail banking marketing across traditional and digital media platforms, leveraging resources throughout Y&R's North American network to best serve each local market. Specifically, Y&R Canada will oversee integrated marketing for the BMO brand and retail businesses in Canada, while Y&R Midwest will continue as lead agency for brand and retail banking marketing for Chicago-based BMO Harris Bank.

"Throughout the review process and in our experience working with them in the past, Y&R has consistently demonstrated superior strategic thinking, presenting thoughtful insights which have been closely aligned to BMO's vision, brand and strategy," said Joanna Rotenberg, Chief Marketing Officer and Head of Strategy, BMO Financial Group. "We look forward to deepening our partnership with their integrated North American practice to develop breakthrough, business-building creative."

Y&R Canada has handled creative projects for BMO in the past, including a beautifully filmed campaign for the BMO World Elite MasterCard, creating positive business results for the bank.

"BMO is a powerful and confident brand, rich in heritage, that brings contemporary, innovative banking solutions to its customers. Leveraging Y&R's 'global boutique' business structure, we will apply local knowledge and insights to interpret the BMO brand the right way for each market, while also ensuring consistency of brand architecture and voice across its geographic footprint in Canada and the US," said Matt Anthony, President and CEO, Y&R North America. "We have deep respect for the BMO brand and the organization. Throughout the review process, we have developed strong chemistry with Joanna and her team, and we look forward to a productive and enduring partnership across North America."

Y&R Canada's first work as lead agency of brand and retail marketing will launch in the first quarter of 2014.

About Y&R
Y&R is one of the leading global marketing communications companies. It is made up of the iconic Y&R Advertising agency; VML, one of the leading global digital agencies, and iconmobile, a premier mobile marketing company. Y&R's founder, Raymond Rubicam, believed that the company's mission was to Resist the Usual on behalf of our clients. Today, that is kept alive by melding top-flight creativity with innovation to create new consumer experiences. Y&R's largest agency, Y&R Advertising, has 187 offices in 91 countries around the world, with clients that include, Campbell's Soup Company, Colgate-Palmolive, Danone, Virgin Atlantic, Xerox, GAP, Land Rover, and Telefonica, among many others.

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