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Shaw Communications introduces new branding, advertising

Shaw Communications has introduced a new marketing initiative and corporate identity. The new branding is intended to integrate Shaw's various businesses, including cable television, Internet access, telephone services, satellite direct-to-home services, programming content, conventional television and specialty television. The company has begun rolling-out the branding via television, print, online and out-of-home materials. The updated logo is intended to be a "modern, accessible and friendly" version of its familiar half-ellipse shape. The company's new advertising, developed by Rethink of Vancouver, features two robot spokescharacters called Bit and Bud who live in an animated version of the inside of Shaw's cable network. "In this anytime, anywhere world, our customers want us to help them make sense of it all," said Jim Little, chief marketing officer at Shaw. "Our creative and new corporate identity connects our past with our future, reassuring customers and viewers that Shaw delivers what's important to them. Our animated world is a fun and engaging way to show our customers that with Shaw, you won't miss a thing."

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