Creating the Most Effective Bank Advertising in North America

Banking has undergone a seismic shift. What was once just a transactional industry is now a dynamic, digital-first ecosystem that prioritizes personalized and accessible consumer experiences.

At the forefront of this transformation is a decade-long partnership between BMO and FCB Canada. This enduring collaboration has not only weathered industry changes — from evolving consumer expectations to the rise of younger generations and rapid technological advancements — but has also helped set new standards for what financial marketing can achieve.

Rooted in trust, shared ambition, and a commitment to staying ahead of the curve, the partnership has resulted in BMO being the most effective bank advertiser in North America — consistently delivering bold, creative work that meets consumers where they are and resonates deeply to drive measurable brand impact.

Banking on Successful Relationships: BMO

When BMO and FCB Canada first partnered in 2015, there was mounting pressure for the bank to boost relevancy, reverse dropping brand affinity, and attract new customers. But the landscape was shifting fast, and marketing strategies needed to reflect that.

“Years ago, people would still visit a branch for their everyday banking needs,” says Jennifer Carli, Chief Brand Officer at BMO. “But the steady rise of mobile and digital tools has completely reshaped expectations, making banking ever-present, on-demand, and fully integrated into daily life.”

This insight sparked a transformational strategy for BMO. It’s not just about faster apps or better tools; it’s a fundamental change in the way BMO thinks and operates, reimagining the role a bank could play as a more omnipresent, helpful resource in people’s lives.

“With the banking industry having experienced such an evolution, we knew that there was immense opportunity to engage with consumers in new and unexpected ways,” said Shelley Brown, Chief Strategy Officer at FCB Canada. “If money doesn’t live in branches anymore, the bank can’t either. So, we built a platform that didn’t wait for people to come to BMO, and instead, we went to them. Not just in media channels, but in real-life moments, cultural spaces, and even fictional worlds.”

NXT LVL Strategy

The most valuable strategy to connect with consumers in the new age of banking? Meeting them where they already are.

Enter “NXT LVL,” a first-of-its-kind campaign that made BMO the first bank in the world to create a dedicated branch on the world’s most popular gaming platform, Twitch. With the goal of connecting with younger consumers where they already spend their time, the initiative allowed them to obtain financial education while also being entertained.

“’NXT LVL’ was designed to connect with a generation that often tunes out traditional banking,” says Andrew MacPhee, Executive Creative Director at FCB Canada. “By showing up on a platform where they spend a good amount of time, we were able to create a more authentic and meaningful connection with them.”

“We knew that we couldn’t reach a new generation using old rules,” adds Michelle Feeney, Chief Marketing Officer, at BMO Canada “‘NXT LVL’ is the perfect example of how FCB has helped us reimagine what a bank’s relationship with its customer could look like, setting a new standard for success in the process.”

The results say it all. “NXT LVL” has generated over 15,000 hours of watch time and more than 37,000 engagements. What began as a 3-month activation is now well into its third year and has evolved into a new media channel for BMO, with streams sponsored across all lines of business — banking, lending, insurance, and investing. The campaign proves that meeting consumers where they are, particularly in unexpected, bold ways, can spark powerful connections and drive real business impact.

Partnership Meets Performance

Prior to “NXT LVL,” BMO and FCB Canada launched the BMO Help Desk, fronted by actor Lamorne Morris. He offered real financial guidance in delightfully unexpected places like swimming pools, grocery store lines, backyards, even the side of a skyscraper, demonstrating that banking help could come from anywhere, at any time.

Since then, the platform continues to evolve, from becoming the first bank to launch a credit card on TikTok to creating an AR experience that let people “deposit” rainbows during Pride to installing a Pizza ATM to offer students financial advice. The most recent work from the partnership, “Appfluencer,” continues this momentum and helps redefine what digital banking can look like.

The results of this creative partnership speak volumes. BMO’s brand affinity increased by 48%, reaching an average of 62% across key markets — a full 24% above the original goal. Advertising recall outperformed financial category norms by 19%, while brand link scores rose by 20%, placing BMO 7% above category benchmarks.

Consideration scores exceeded all North American advertising norms by 10%, not just those within financial services. The brand platform also played a critical role in supporting BMO’s expansion into new U.S. markets, accelerating awareness and consumer relevance in unfamiliar territories.

These outcomes underscore how creatively ambitious, consumer-first marketing, rooted in a strong agency-client partnership, can drive not only emotional resonance but also powerful business growth.

Banking on What’s Next

What BMO and FCB Canada have built together is a model for modern brand-building. One where long-term partnership fuels creativity, cultural relevance, and measurable success. Over the last decade, that commitment has transformed how BMO shows up for its consumers and redefines what’s possible in financial marketing.

“Our brand refresh in partnership with FCB Canada has delivered results that transformed the trajectory of BMO’s business and has rebuilt the belief in the power of marketing across the entire organization,” says Catherine Roche, Chief Marketing and Communications Officer at BMO. “And with a strong foundation in place, we are equipped to continue navigating into the future, adapting where needed, and always meeting the consumer where they are.”

“What makes this partnership so special is the level of trust and ambition we share,” says Nancy Crimi-Lamanna, Chief Creative Officer at FCB Canada. “This is what allows us to be brave together and launch campaigns no bank has done before to move both people and the needle. When you’ve built this level of trust, you can adapt quickly — not only reacting to change, but anticipating it.”

Because when you stay in tune with your audience, invest in the power of partnership, and aren’t afraid to show up in unexpected ways, you don’t just keep pace with change. You lead it.