Sustainability Leaders

BMO

The Challenge

In the rapidly evolving field of sustainability, BMO Financial Group identified a need to establish thought leadership and create deeper engagement with clients, investors, and stakeholders around environmental, social, and governance (ESG) issues. With billions of dollars flowing into sustainable investments, BMO needed a platform that would:

  • Connect with audiences between their interactions with BMO's financial services

  • Communicate BMO's commitment to sustainability in an authentic way

  • Position BMO as a leader in sustainable finance and ESG integration

  • Create content that aligns with BMO's brand values while providing genuine value to listeners

The Solution

BMO partnered with Puddle Creative to create the Sustainability Leaders podcast, a series featuring in-depth conversations with corporate practitioners, investors, scholars, and NGO representatives. The podcast is hosted by Michael Torrance (BMO's Chief Sustainability Officer), along with colleagues who bring their expertise to conversations with diverse guests.

What Makes This Podcast Effective

Extended Engagement: While most digital content keeps audience attention for seconds or minutes, the Sustainability Leaders podcast episodes typically run 30+ minutes, creating deeper brand engagement. This allows for much longer interaction with branded content compared to videos or social media where brands typically keep audience attention for just 30 seconds to a minute.

Values Communication: The podcast effectively communicates BMO's sustainability values and commitment to responsible investing. By collaborating with other departments within BMO, the show supports marketing campaigns, programs, and events while reinforcing the bank's position on important sustainability issues.

Thought Leadership: By featuring high-caliber guests discussing complex topics like climate change, sustainable finance, and responsible investing, BMO positions itself as a knowledgeable authority in these sectors.

Client Support: The podcast serves as a valuable resource for clients navigating the complex world of sustainable finance and ESG integration. Popular episodes have covered topics like electric vehicle economics, energy transition policies, voluntary carbon markets, and Indigenous-led clean energy initiatives - all relevant to BMO's clients making investment decisions.

Results & Recognition

The BMO Sustainability Leaders podcast has achieved significant industry recognition, including:

  • Bronze Stevie Award: Marketing Campaign of the Year - Financial Products and Services (June 2019)

  • Silver Award for B2B Audio Campaign from the Financial Communications Society (May 2019)

  • Best Strategy: Multi Country Brokerage from the Gramercy Institute (March 2019)

The podcast helps BMO achieve several strategic objectives:

  • Establishes BMO as a trusted voice in sustainability

  • Creates deeper connections with clients and prospects through valuable content

  • Supports BMO's broader sustainability initiatives and commitments

  • Provides a platform to showcase BMO's expertise and thought leadership