Bell Canada has decided to consolidate its Ontario advertising assignment with one agency and has called an agency review that is expected to reach its conclusion in the second half of the year.
Right now, the account is split between BBDO Canada and Leo Burnett. bbdo handles corporate and business advertising. It’s also media aor through its media buying company, McKim Media Group. The residential portion is with Leo Burnett.
Bell’s review comes on the heels of a consolidation of Bell Canada’s marketing and advertising departments earlier this year.
The restructuring included the departure of Bruce Barr, who had been group vice-president, marketing communications and retail sales, and Don Morrison, group vice-president, consumer business.
They were replaced by Josee Goulet, former vice-president, office of the president, at Bell Canada in Montreal, who has taken on both those jobs as group vice-president, consumer markets and sales, Ontario.
The review is seen as an effort by Bell to run its business more efficiently – a move Mike Fyshe, president and ceo of BBDO Canada, says makes a lot of sense.
He adds: ‘We’re delighted we’re going to participate in this [review], but we also know we’re going to have to work very hard to get it. It’s something we thought they should have done a long time ago. We see it as a significant opportunity and are really looking forward to the process.
‘There’s no way this should be seen as a reflection on the work that either Leo or bbdo has done on behalf of Bell. In fact, both agencies, I think, are held in high regard at Bell.’
