WINNER: SERVICS FINANCIAL GOLF REGIONAL SUCCESS GOLD
Bank Of Montreal
Executive Summary
Between 1996-2000, the Bank of Montreal in Quebec witnessed a continuous decline in its key performance indicators. Its brand image was poor and its products and services were seen as no better than those of its competitors. Employee motivation was in a downward spiral.
In 2000, to expand its customer base, increase share of wallet for existing clients, and motivate employees, the bank commissioned a Quebeconly imagebuilding corporate campaign. With corporate campaigns there is always the danger of creating wallpaper. We were determined not to fall into that...