As with every company, BMO Harris Bank, one of the top 20 largest financial institutions in North America, confronted significant challenges in 2020. With the national lockdown in March, the Actual Team worked with BMO to assess and recalibrate the media strategy and adjust approaches to proactive outreach. We developed rapid response around small business banking and the PPP program.
The bank’s purpose-driven communications and positioning of its ESG initiatives became its central focus as social unrest developed in the summer of 2020. The bank saw its branches damaged, employees and customers demanding answers, and mounting pressure to respond to systemic inequities in banking.
The Actual Team worked alongside the bank to craft and implement thought leadership and executive communications to drive forward the bank’s community-based initiatives across media channels including paid, earned, owned and social.