fido_account_win

Fido account awarded to Taxi

Wireless brand's new AOR marks the end of a 20-year relationship with DentsuBos

After a little more than a year out of the wireless brand building game, Taxi is back in after being awarded the Rogers’ Fido business.

The move was confirmed in a short statement sent to Marketing Wednesday morning. DentsuBos had long held the account.

“We are excited to announce Taxi as our new agency of record,” said Dale Hooper, chief brand officer, in the statement. “We were impressed by the agency’s track record of building strong Canadian brands, their regional and national expertise as well as their understanding of our brand and target audience.” Taxi will handle all Fido advertising and communications including social and digital and has already started to transition onto the account.

“Fido is such an amazing Canadian brand, and culturally, such a spectacular fit for Taxi,” said Taxi CEO Rob Guenette, in the statement. “Chemistry is everything, and we were so in sync throughout the process. It was clear that we had similar creative sensibilities and shared values. They are passionate about the brand and so intensely committed to future growth and success.”

Rogers put the business into review late last year after nearly two decades with DentsuBos, which pitched to hold onto the business. “[As] part of our commitment to always being at the top of our game, it’s our responsibility to evaluate our approach to ensure we are always engaging Canadians in the best way,” said Hooper when the review was announced.

“After holding the business for 20 years without a review, it is not surprising that at some point in time it becomes part of the overall best practices to make sure they have exactly what they need,” said DentsuBos president and CEO Claude Carrier at the time.

While the review may have been understandable to the DentsuBos leadership, the loss will surely sting. Bos, which merged with Dentsu in 2012, created the Fido brand for Microcell in 1996, and held onto the business even after it was acquired by Rogers in 2004. DentsuBos did not immediately reply to a request for comment.

The Bos-Fido story bears a strong resemblance to that of Taxi, which helped launch the Clearnet wireless brand, also in 1996, later acquired by Telus in 2000. Telus put the account into review in February 2014. Taxi pitched to retain, but the business was awarded to The & Partnership that June.

Rogers also owns Marketing and MarketingMag.ca.

Add a comment

You must be to comment.

Create a Commenting Account

Brands Articles

Air Canada surprises Americans with 48 hours in Toronto

The brand's latest campaign aims to make Toronto a desirable layover stop

The sky’s the limit for storytelling at Mondelez

A sneak peak from Marketing Live about content so good it makes money

Eataly set to take a bite out of the Canadian market

First location will open in Toronto's Yorkville neighbourhood in early 2017

The inevitable winner in the emotional vs. rational ad debate

Why sticking to the facts is not enough when lies are everywhere

John St. wins Home Hardware

The Toronto agency beats out five shortlisted shops in six-month review

Trans-Canada Trail rebrands seeks to connect Canadians

Five-week digital campaign looks to build brand awareness of the 25-year-old trail

NHL’s Bill Daly explains use of virtual ads on rink boards

Deputy commissioner discusses sponsorship innovation at MES 2016

McDonald’s uses four-hour ad to promote McWrap

Bacon sizzling and lettuce drying are among the scenes in the fast food giant's film