Toronto-based agency Capital C has added wireless telecommunications provider Mobilicity as a client following a competitive review of the account.

“Capital C over-delivered on strategy, creative and channel mapping,” says Mobilicity’s chief customer officer Anthony Booth. “They brought fresh thinking that will engage and resonate with our target audience and differentiate us in this highly competitive market.”

“In a sea of mobile sameness Mobilicity has a slingshot beyond price to take down the Goliaths and own their category,” said Capital C CEO Tony Chapman, in a release. “We have a proven track record in helping challenger brands gain share and we are excited about working with the Mobilicity team.”

Mobilicity entered the Canadian market in 2010; the brand positions itself as a low-cost carrier relative to major providers such as Rogers, Bell and Telus. It underwent a rebrand with agency Sharpe Blackmore Euro RSCG last summer.

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