Dear Jane Sample

I don’t usually post about agency news or gossip, but this recent bit has interested me.

The top story from Marketing Magazine today is Cossette’s move of the Bell Canada account from it’s Toronto office to Montreal. The account use to be split between the Montreal and Toronto office, but no more! Jocelyn Renaud, vice-president and national account leader for Bell has decided to move to Montreal to continue on the account, but the Creative Directors, Simon Creet and Simon Duffy, who are responsible for the Beavers who have brought Bell’s advertising back to life, have opted not to go to Montreal and actually left the agency. According to Marketing Mag about “40 people” will be affected by this move, but some will be given the option of relocation to Montreal to continue working on the business.

Reasons for the move? According to Marketing Mag, it was driven by Cosette to reflect the changes Bell is implementing to its business since they were bought by the investor group the Ontario Teachers’ Pension Plan Board last year. Bell has been focusing its energies on mobility, home phone and internet business and moving away from their television cable business.

“Bell’s been strategically focused on efficiency and cost reduction with its change in ownership,” said Marchand. “We’ve responded proactively. We’ve streamlined the organization and restructured the relationship.”

“We have a very strong relationship with Cossette,” said Mark Langton, spokesmen for Bell, when asked about the Cossette move. He confirmed the changes at the agency did not happen at Bell’s request. “When it comes to managing their business, that’s their business and they do it quite effectively,” Langton said.

All I can say about this is … HOLY FUCK! Having an agency move its main account to its Montreal office is not small news. Add to that, the loss of the creative minds behind the most successful Bell campaign in a long time … This is big people! I smell BDA politics on this one. And now way are only “40″ people going to be affected by this …

For those not familiar with Canadian Advertising let me give you some interesting background that will make this news even more interesting.

Cossette Communications Group, is one of the largest home-grown Canadian agencies. Originated in Montreal and has been on a huge growth spurt for over a decade which involved expanding internationally and snapping up other agencies. They had some rough times in 2004 and 2005, with a fall in profits. Which was cause by them ignoring their Canadian business while focusing on their international expansions. They soon realized they couldn’t conquer the world at the expense of their profits at home.

Frank and Gordon the Bell Beavers. Bell Canada is the largest client for Cosette and the Bell Beavers have been extremely successful for both the agency and the client. The agency won some awards and Bell Canada won some consumers. Yes the Beavers are campy and stereotypical and make you groan in their cheesiness … but it has given Bell an identity and the bloody Beavers are memorable.

Montreal vs. Toronto. There exists a long standing and not very friendly competition between Montreal and Toronto. It’s part of the Quebecois vs. English conflict, but you have the added element of who is the dominate urban metropolis in Canada. It use to be Montreal, but since the 1970’s - 1980’s with the Quebec Separation business Toronto has been taking the lead and is now firmly entrenched as THE city.

I will keep an eye on this and update you all with developments.

Here’s a picture from happier times …

link to the article