BMO Global Asset Management’s investment messaging lacked cohesion. With 11 investment specialisms and 12 capabilities overlapping without clear alignment, the result was inconsistency – internally and externally.

Our goal was to simplify, unify and clarify their proposition while ensuring the messaging resonated across global teams. This had to be more than just words, it had to be about building a consistent, structured foundation for future communication.

Over the course of a year-long engagement, we conducted over 100+ hours of global workshops and interviews – engaging senior stakeholders, investment desks, sales and marketing teams to uncover key challenges and opportunities. 

Through this, we distilled a structured messaging framework – refining nine core investment capabilities with a clear proposition, centred around responsible investment. This allowed us to create a unified voice and positioning, with a consistent tone, style, and messaging hierarchy that aligned the Asset Management business with the bank’s broader vision. 

The project was a transformation in how BMO communicates its expertise. By aligning messaging with strategy, we created a stronger and more cohesive proposition that resonates internally and externally, driving credibility and engagement.