Bell Canada Enterprises advertising & marketing assignments

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Selected BCE advertising

BCE is Canada's biggest communications group. Its main business is Bell Canada, the country's foremost telecoms provide. Customers are serviced either direct under the main Bell Canada banner, or through regional subsidiaries. The biggest of these is Bell Aliant, serving the Atlantic seaboard, rural Ontario and Quebec. Bell is also one of the country's big three mobile providers alongside Telus and Rogers, who have been jostling one another for years for leadership. By the end of 2019, Bell was in the #2 spot with just under 10m subscribers, equivalent to 29% share (narrowly ahead of Telus, but behind Rogers). It owns the Virgin Mobile license in Canada and launched new low-cost prepaid service Lucky Mobile in 2017. The group also operates its own extensive Bell Store retail chain to sell mobile handsets and services. In early 2009, it agreed to rescue the local operations of failed US electronics retail group Circuit City, which now trade as The Source, with around 750 outlets across the country. This competes directly with Rogers' rival retail network. The group also offers a high-speed broadband service with streaming and video-on-demand. This is supported by a cable-based service, Fibe TV, and other broadband-based services including cloud storage. Separatye division Bell Media has ranked for several years as one of Canada's dominant mediaowners, although until recently this ownership was shared with partners. However, Bell took full control in 2011 of top broadcaster CTV; two years later it acquired Quebec-based Astral Media, the country's largest broadcaster of pay-TV channels, as well as the largest radio owner and a leading player in outdoor advertising. Unlike its US counterparts, BCE co-exists reasonably amicably with its main domestic rival Rogers. The two companies jointly own several sports franchises and mobile retail chains. BCE revenues for 2019 were C$24.0bn with net earnings of C$3.3bn. Fixed line including broadband accounts for more than half of revenues. Mirko Bibic was appointed as CEO in 2019, taking over from long-time leader George Cope.

Capsule checked 15th June 2020

Which agencies handle advertising for BCE? Find out more from the Account Assignments database.

Who competes with BCE? BCE's fiercest competitor is Rogers, in wireless, cable, media and now local phone services. Others include Shaw Companies in internet, cable communications and media, and Telus in fixed, wireless and internet services in Western Canada. 

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Recent stories from Adbrands Update:

 Adbrands Weekly Update 5th Nov 2015: Ads of the Week: "Poppy". Christmas ads have been coming thick and fast this week, but another annual event in quite a different spirit comes first in the calendar. We Brits often don't realise that we're not the only nation to mark Remembrance Day this weekend. Here's a deeply moving spot by Leo Burnett Canada for local telecoms giant Bell commemorating the Canadian soldiers who fought in the two World Wars. Be prepared to wipe away a tear. That's WWII veteran and former Royal Canadian Artillery gunner Norman Cash, by the way, a sprightly looking 96 years of age. On the bus, retired captain Aida Gabriel, a Canadian veteran of Bosnia and Afghanistan.

Historical profile information for BCE


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