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Rogers seeks new ad agency, puts emphasis on digital

A man walks by a Rogers store in Toronto, Wednesday, August 15, 2013.


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Rogers Communications Inc. is shopping for a new advertising agency.

The company announced Friday that it will begin a request for proposal (RFP) for a creative ad agency to lead its branding and marketing in the communications side of the business. That encompasses Rogers cable and wireless phone services – but excludes its discount brands, Chatr and Fido.

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A priority in the search will be digital expertise, the company said, which is a crucial area for marketers as more advertising spending moves online and to digital ads on mobile devices. Where digital expertise used to be the purview of niche agencies, major brands are now demanding that their lead advertising agencies be able to understand how best to reach consumers through digital avenues, and to be able to produce ads for those media.

"Canadians are more connected online than ever before, and as a result digital is an integral part of our marketing communications strategy," Shelagh Stoneham, Rogers senior vice-president and general manager of brands and marketing communications, said in a statement.

The brand's current ad agency, Publicis Canada, has been invited to participate in the pitch process to retain the account. Nine other Canadian ad agencies have also been invited to pitch for the business: BBDO, DDB, DentsuBos, JWT, KBS+P, Saatchi & Saatchi, TBWA, Y&R, and Anomaly, which is part of Miles Nadal's MDC Partners network and is the newest entrant, having opened its Toronto office last year.

Companies frequently review their advertising agency relationship in response to budget considerations, changing brand goals, or simply to shop around and ensure their current agency partner is the best fit. The last time Rogers did a review of its agency was in 2005.

The company expects to announce its decision in March.

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