MacLaren McCann drops out of Rogers review
By Adnews Staff
MacLaren McCann Canada has withdrawn from the request for proposals process begun by Rogers Communications in January, despite what the agency described as the client's "invitation and encouragement" to participate. "This decision was very carefully taken," said Howard Breen, chairman of MacLaren McCann. "In considering the scope of our ambitions and responsibilities, we reached the conclusion that in the long term a different direction will serve us best and so we decided to withdraw from the RFP process. Account changes are a fact of life in this business." Rogers' national advertising assignment includes brand strategy, advertising strategy, creative, marketing communications, media planning and media buying. The company intends to reach a decision by mid-2005. MacLaren will retain the account until the process concludes and the business can be shifted to a new agency.