BMO Global Asset Management had a strong track record in responsible investing, yet the market wasn’t fully aware of their expertise. In an industry where greenwashing was becoming widespread, clarity and credibility were more important than ever. 

Our goal was to create a clear, compelling narrative that positioned BMO GAM as a leader in responsible investing by showcasing their deep ESG heritage while cutting through the industry noise. 

Like many asset managers, BMO GAM had an impressive ESG track record, but their responsible investing story lacked consistency in articulating the heritage. We worked closely with teams across responsible investing, distribution, and marketing to develop a cohesive messaging framework that didn’t just say what they did but focused on why it mattered and how it fit into the bigger picture. 

The campaign positioned BMO GAM as a specialist, not a follower – with a responsible investing approach built over years of expertise. At a time when greenwashing was muddying the waters, we ensured the messaging was transparent, credible, and built on substance, clearly defining what responsible investing should mean and what investors should expect. 

By moving away from vague sustainability claims and leaning into clear, specific proof points, the campaign reinforced trust, sharpened differentiation, and positioned BMO GAM as the smart choice for responsible investors. What resulted was a stronger brand association with ESG, increased market recognition, and an award-winning campaign that set a new benchmark for responsible investing communication.