Four agencies shortlisted for Rogers account

January 09, 2014  |  Jeromy Lloyd  |  Comments

Rogers Communications has shortlisted four agencies in its ongoing creative account review.

Publicis Canada, the incumbent shop, has made the list alongside BBDO Canada, Y&R Canada and JWT Canada. Six other agencies had been invited to pitch for the account back in November, though only three of those shops ended up taking part.

“The agencies selected for the final round have extensive experience working with big innovative brands, demonstrated the ability to handle high-impact brand executions with strengths in retail and digital, and have effective fiscal management experience,” said Shelagh Stoneham, senior vice-president, general manager of brands and marketing communications for Rogers Communications.

After a series of two-hour briefing sessions held Tuesday and Wednesday, the shortlisters now have three weeks to complete and present “light” creative project work.

Stoneham expects the review to conclude by March.

The media and telecommunications company is looking for a single agency of record to steer national English and French creative advertising and retail marketing. Publicis and Marketel had previously split the English and French assignments.

• Rogers launches creative agency review

One of Canada’s largest advertisers (GroupM ranks it as the number-two media spender at approximately $145 million), Rogers is hoping to evolve its agency relationship to put greater focus on its return on advertising investment.

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