Helping business owners
plan for what’s next

Succession Planning Campaign

The ask

BMO Harris Bank turned to McGuffin for a campaign that would start a conversation with business customers about a topic that’s both sensitive and highly personal: planning for business succession. Business owners can decide to pass the organization along to the next generation, sell it or even close it down. It’s often a difficult and complex decision and the bank wanted materials that could help its commercial bankers broach the subject, start the conversation and keep the bank top of mind as a valued and important business relationship.

The answer

Centered around a brochure and a microsite, McGuffin presented succession as the logical and necessary step in a journey. The materials were designed to make it easier for BMO commercial bankers to both bring up the subject and have substantive, helpful conversations with business owners. The tools position BMO as not just a thought leader, but a trusted partner in making the succession decision —then making it happen.

What we did

  • Direct mail
  • Landing page
Direct mail
Landing page