The Bell brand had already taken a hit before the company dumped Canada’s favorite news anchor and set its public image on fire. The fact that Mirko Bibic, CEO of parent BCE Inc. In March, consultancy Brand Finance published a study showing Bell’s brand value ranked 10th in the country, down four places from the previous year. At $8 billion, the Bell brand was worth less than half the value of market leader Royal Bank RY-T and about $200 million less than rival Telus Corp TT. There’s a mix of economics and art in these metrics, but the message for Bell was that consumers trusted other companies more. And that was before Bell-owned CTV set off a media firestorm by suddenly parting ways earlier this month with Lisa LaFlamme, who had been with the network for 35 years and had spent the last decade as the face of the nation’s No. 1 newscast, CTV National News. At CTV, Ms. LaFlamme was the brand. CTV executive Michael Melling is taking a leave of absence after Lisa LaFlamme was fired Opinion: Lisa LaFlamme’s firing highlights the secretive nature of Canadian television That change is coming to CTV is no surprise. Television networks face tremendous disruptive forces. Even the most devoted nightly news viewer knows that traditional television is losing audiences and advertisers to a number of technology platforms. In the absence of any new CTV business strategy to justify moving on from a proven talent, Bell faced allegations of sexism and ageism. Ms. LaFlamme, like many women of a certain age, had chosen to stop coloring her hair during the pandemic. Speculation that this may have contributed to her departure sparked attacks on social media. Dove and Wendy’s launched ad campaigns to support women’s gray. Bell risked alienating a core customer group. Canada’s Top 10 Brands in 2022 THE GLOBE AND MAIL, SOURCE: BRAND FINANCE, PUBLISHED MARCH 2022 Canada’s Top 10 Brands in 2022 THE GLOBE AND MAIL, SOURCE: BRAND FINANCE, PUBLICATION MARCH 2022 Canada’s Top 10 Brands in 2022 Value, in billions of dollars THE GLOBE AND MAIL, SOURCE: BRAND FINANCE, PUBLISHED MARCH 2022 In the days following Ms. LaFlamme’s departure, Bell’s corporate culture came into question. The company announced it would launch an independent review of CTV’s newsroom, and Michael Melling, Bell Media’s vice president of news, was put on leave. Bell, who is recognized every year for her philanthropic commitment to mental health through her annual ‘Let’s Talk’ campaign, has spent the past week telling the public she is committed to a workplace “free of toxic behaviour”. The first job for CEOs, as National Football League commissioner Roger Goodell puts it, is to protect the shield. On Friday, Mr Bibitz did just that. In a LinkedIn post that was later widely circulated in the media, he defended the Bell brand. Mr. Bibic said he recognized Ms. LaFlamme’s “significant contribution to Canadian news” and acknowledged the “heavy criticism” that followed her departure. “The narrative was that Lisa’s age, gender or gray hair played a role in the decision,” Mr Bibic said. “I’m glad that’s not the case and I wanted to make sure you heard that from me.” He then issued a call to arms. “Broadcasting in Canada is undergoing massive change and Bell Media must adapt or be left behind,” he wrote. All of that is true – but what was missing from Mr. Bibic’s LinkedIn post and CTV’s announcement of his independent review of the newsroom was any kind of plan to reboot the media division. Bell has the luxury of renovating its money-making TV, radio and Internet properties. Last year, Bell Media’s results beat the parent company’s financial targets, with revenue rising 10.4% to $3.04 billion. (Across all divisions, Bell’s internal target is 2% to 5% annual growth.) The media division’s adjusted earnings before interest, taxes, depreciation and amortization (EBITDA) rose 4.3 percent to $725 million. Restoring the Bell brand will mean articulating a strategy for the media business in a digital age. Is CTV’s future for the network to become a subscriber-driven streaming service? How does a late-night host fit into shows that are constantly being updated? Answer these questions and it will be easier to explain the company’s decision to say goodbye to a long-term employee. Bell investors, along with TV news fanatics, will want to hear details about the telco’s plans for the media division and CTV now that Ms. LaFlamme has been shown the door. It is up to Mr. Bibic and his colleagues at Bell Media to provide this information as they attempt to tarnish a tarnished brand. Your time is valuable. Deliver the Top Business Headlines newsletter to your inbox morning or night. Sign up today.
