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Telus breaks Expect More campaign

Telus of Vancouver has begun a new campaign called "Expect More." According to the company, the effort focuses on the dissatisfaction many Canadians have with their telecommunications providers, and its own customer service. The campaign, developed by The&Partnership, will consist of two phases. According to the company, the first will acknowledge the frustrations of consumers with the industry, while the second will demonstrate how Telus addresses them. It begins with a 30-second television commercial called "Scream," which depicts consumers screaming because of the poor service they are receiving from their service providers. Other creative will present information about the company's high customer retention rate and low complaint rate. Elements of the campaign will feature employees discussing customer service.

"Expect More will spotlight our employees, not only showcasing where we lead in service, but also our commitment to learning and improving when we've let our customers down," said Anne-Marie LaBerge, vice-president of brand and marketing communications at Telus. "We'll kick off with a bold voice meant to acknowledge customers' service frustrations in an authentic, yet provocative way. In our new TV spot, we admit that although we have room for improvement, we are obsessed with delivering an exceptional experience for our customers."

Agencies working on the campaign include Cossette Media, Cossette Communication, Edelman, Response, Behaviour and Agency59.

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