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An In-Depth Analysis: We Are BDC

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An In-Depth Analysis of Business Development Bank of Canada’s (BDC) “We are BDC”
Canada is the home to some of the top and most successful venture capital firms some of which include ARC Financial, Argo Global Capital, Business Development Bank of Canada, GTI Capital, FCC Ventures and many more. One of the finest and oldest of these is Business Development Bank of Canada also called as BDC. BDC has been successful in its operations since its inception, however, a few years ago, the company noticed a decline in its sales chart and decided to launch a new brand identity by initiating a fresh advertisement campaign. We will discuss below one of these advertisements and analyze how it affected the company’s performance
The Advertiser
“We are BDC” …show more content…

Cossette is also based in Quebec City, Canada and has around 650 employees currently working under the leadership of the founder ‘Claude Cossette’. It was founded in June 1964 as a graphic design organization but was later transformed into a marketing agency. It was awarded as “Agency of the Year” in the year 1988 and 1991 and was also named as “Newsmaker of the Year” during the late 80s by Canadian advertising and marketing trade publication. The marketing agency has worked with several multinational clients in the past such as “Procter & Gamble”, “General Motors”, “Nike, Inc.” and “McDonalds”. In total, Cossette has won 7 awards including three gold, one silver, one bronze and two orders of excellence. It was recognized as the most highly acclaimed Canadian marketing and communication agency by the Marketing Agencies Association Worldwide (MAAW). Cossette received the Silver Lion award in 2013 in Cannes for its impactful ‘The “Enablis effect” report. In …show more content…

Since the bank offers services in the field of investment and finance, the advertisement focuses on those individuals or entrepreneurs who have newly established their business and are searching for ways to make their company grow and flourish. Besides new entrepreneurs, the ad is also intended to motivate general public to push them towards investing in new ideas and expecting a return soon with the help of Business Development Bank of Canada’s professional services. As the advertisement shows people from all age groups including, students as well as grown up men and women, it shows that the target market is not limited to any group.
The Message
The message portrayed in “We are BDC” is very straightforward and clear. It explains that the Business Development Bank of Canada (BDC) is completely dedicated towards helping out new entrepreneurs in making their startup successful through various innovative techniques. It also establishes the position of BDC by stating that it is one of the best banks in Canada.
Something

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