BMO conducts Celebrating Women campaign
BMO has begun a new advertising campaign as part of its ongoing "Celebrating Women" program. The campaign, developed by FCB Canada, focuses on women who are successful in their chosen fields. The two executions, called "Sam" and "Jamie," outline the accomplishments of two business owners before revealing at the end that both are women. The online videos are being supported with search engine marketing via Google. This component presented participants in the "Celebrating Women" program at the top of search result lists for terms including CEO, boss, entrepreneur, chair and president.
"It's not that female leaders don't exist, it's that sometimes they don't get the credit they deserve, and don't get their fair share of the spotlight," said Nancy Crimi-Lamanna, chief creative officer at FCB Toronto."