Nearly two years after forming a relationship with BMO, Y&R has now added more responsibilities for the financial institution as it’s now serving as lead agency for its client. What does this entail? Well, the agency’s teams in New York, Chicago and Toronto will oversee all brand and integrated retail banking marketing across traditional and digital media platforms, effective immediately. BMO CMO/head of strategy Joanna Rotenberg says in a statement, “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. We look forward to deepening our partnership with their integrated North American practice to develop breakthrough, business-building creative.”
We’ve been told that there was a review in Canada for the BMO biz, which was previously handled by Cossette up north. The agency, though, declined to participate in the review. Y&R Canada’s first work as lead agency of brand and retail marketing is slated to be unveiled in the first quarter of 2014.