Videotron: Powered to Win
Agency: Sid Lee
Section I – BASIC INFORMATION
Business Results Period (Consecutive Months): January 2009 – January 2010
Start of Advertising/Communication Effort: March 2009
Base Period as a Benchmark: January 2008 – January 2009
Geographic Area Covered: Québec
Annual Budget Range: Over $5 million
Executive Summary:
The growth rate of the telecom industry in Canada has been declining since 2005. In 2008, it reached a record low of 2.86%. The prelude of a great financial crisis in the United States that same year did not bode well for 2009. In fact,...