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The new corporate Bell brand platform was conceived by Zulu Alpha Kilo, a new agency founded by Zak Mroueh. The bilingual campaign will start during the televised opening ceremony of the Olympic Hames. The campaign has been heralded in recent weeks by teaser adverts containing the letters 'er', designed to highlight the campaign's emphasis on positive words ending in 'er' such as bigger, better, brighter.
Underlining the straightforward nature of the brand, some Bell business units will change their names as part of the launch to make clear exactly what they deliver to customers. Bell ExpressVu is now Bell TV, Bell Sympatico is now Bell Internet, and Bell Residential phone service is now Bell Home Phone.
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