Bell on Monday unveiled a refreshed brand and a three-year strategic plan designed to drive sustainable free cash flow growth and long-term shareholder value.
The new brand, “Connection is everything”, is accompanied by an updated visual identity and creative approach that emphasizes a more human, relevant and connected future, Bell said in a press release, adding the refreshed brand platform “underscores Bell’s fundamental role in facilitating essential human connections, reaffirming its dedication to helping individuals and businesses forge meaningful relationships with each other, their communities and the wider world.”
Bell is launching today an integrated national media campaign to introduce its new brand to Canadians. The first phase of the campaign includes a series of out-of-home boards and 15-second TV spots, online and social videos celebrating moments of connection, integrated with Bell’s logo. The second phase will feature TV, online and social videos, directed by Quebec filmmaker and Cannes Grand Prix winner Xavier Dolan.
The brand refresh was announced by Mirko Bibic, president and CEO of BCE and Bell Canada, during his presentation at Bell Investor Day on Monday, where he also outlined Bell’s 2025-2028 financial outlook.
“For the past 145 years, Bell has been connecting Canadians. Connection is the foundation of our company and at the heart of our purpose: to advance how people connect with each other and the world,” Bibic said in his statement.
“As we look ahead to the next several years and connecting future generations through the infrastructure we’re building today, from fibre to 5G to AI-powered solutions, I’m pleased to unveil BCE’s plan to deliver total shareholder return. Our strategy, anchored by four strategic priorities — put the customer first; deliver the best fibre and wireless networks; lead in enterprise with AI-powered solutions; and build a digital media and content powerhouse — is focused on the core areas that will deliver sustainable growth for our investors.”
Between 2025 and the end of 2028, Bell says it expects to deliver sustainable growth across its core operating businesses and drive operating efficiencies, including: revenue growth at a compound annual growth rate (CAGR) of two per cent to four per cent; $1.5 billion in cost savings through company-wide transformation and efficiency initiatives; adjusted EBITDA growth at two per cent to three per cent CAGR; free cash flow growth at approximately 15 per cent CAGR after payment of lease liabilities; and approximately $5 billion in common share dividend payments, supported by a sustainable and disciplined dividend strategy.
In addition, Bell said its capital intensity is expected to decrease to approximately 14 per cent by 2028, supporting improved cash flow and investment flexibility, and its net debt leverage ratio target is 3.5x by the end of 2027, with a clear path toward approximately 3.0x by 2030.
Image courtesy of Bell
