Mobilicity moves to Capital C

Mobilicity moves to Capital C
July 16, 2012 | Kristin Laird
@capitalc @TonyChapman

Mobile provider Mobilicity has awarded the creative portion of its account to Toronto agency Capital C following a competitive review that included three other unnamed agencies.
In a release, Anthony Booth, Mobilicity’s chief customer officer said Capital C “over-delivered on strategy, creative and channel mapping” during the review.
“They brought fresh thinking that will engage and resonate with our target audience and differentiate us in this highly competitive market,” he said.

The two-year old wireless company competes against discount wireless carriers Wind Mobile and Public Mobile, but also the big three – Rogers, Telus and Bell – which each have lower-priced services.
The MDC-owned Capital C replaces Sharpe Blackmore Euro RSCG on the creative assignment. Sharpe Blackmore took over the account from Dentsu last year.
“In a sea of mobile sameness, Mobilicity has a slingshot beyond price to take down the Goliaths and own their category,” said Tony Chapman, CEO of Capital C.
“We have a proven track record in helping challenger brands gain share and we are excited about working with the Mobilicity team,” he said.

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