BDO Canada was preparing to roll out an enhanced advisory service line focused on supporting business owners through one of the most significant milestones of their lives: selling their business.
The ask was simple at first—create a video to help simplify and promote the offering—but the stakes were high. Selling a business involves complex timelines, emotional weight, and critical negotiations, whether it’s a family transition, a retirement, or simply the desire to move on. BDO needed to position themselves not just as financial experts, but as empathetic guides who could help owners maximize their return while navigating the challenges of letting go.
Rather than limiting the campaign to a single video, we identified opportunities to build a full funnel of targeted assets. To do this, our team invested in upfront research to understand the nuances of the M&A process and the sensitivities involved in communicating about it. This preparation allowed us to lead meaningful interviews with BDO partners, shape narratives that added real value, and craft messaging that honored both the BDO brand and the emotional realities of the client journey.
Our strategy was to deliver assets that worked across awareness, education, and conversion touchpoints, giving the marketing team and partners versatile tools to build credibility and win new business.
We developed a three-part content suite:
1. Animated Explainer Video
• A custom art-driven animation designed to simplify the process of selling a business in under 50 seconds.
• Used on landing pages and at conferences, it broke down a complex subject into a clear, approachable message.
2. Thought Leadership Interviews
• Partner-led interviews where subject matter experts shared what business owners should prepare for, expect, and avoid.
• We prepared scripts and guided conversations to ensure insights were communicated with clarity and authority, while staying aligned with BDO’s brand voice.
3. Client Case Study (French + English)
• A bilingual testimonial capturing both the client’s lived experience of selling their business and the partners’ perspective on guiding the transaction.
• Balanced the emotional narrative with technical expertise, reinforcing BDO’s dual strengths.
Throughout production, we ensured consistency with BDO’s brand guidelines—from wardrobe and color palette to editing style—so every asset felt cohesive, credible, and professional.
The final deliverables equipped BDO with a full funnel of on-brand content, from high-level awareness assets to detailed thought leadership and client validation.
• For Marketing: A campaign toolkit that could be deployed across digital, events, and business development.
• For Partners: Polished, research-informed content that enhanced credibility in client conversations.
• For Clients: Clear, empathetic resources that demystified the selling process and highlighted BDO’s ability to combine financial expertise with human understanding.
Ultimately, this project helped BDO raise the bar for how their advisory services were communicated—strengthening their reputation as a trusted partner for one of life’s biggest decisions.
