ROGERS SIGNS AGREEMENT WITH AT&T
By Adnews Staff
Rogers Cantel Mobile Communications Inc. of Toronto and AT&T Canada reached a long-anticipated agreement earlier this week. The deal, which allows the companies to offer seamless wireless service throughout Canada and the U.S., gives Cantel the right to use the AT&T brand name. The cellular service will now be known as Cantel AT&T, rather than Rogers Cantel. Meanwhile, with the alliance, AT&T takes a major step towards its goal of becoming a full-service telecommunications company in Canada. The arrangement includes royalty payments and warrant issues from Cantel to AT&T in return for marketing and technical support. A campaign incorporating the Cantel AT&T name began running nationally in print yesterday. Gee Jeffery & Partners Advertising Inc. of Toronto handles the Cantel account in English Canada, with the exception of direct mail, which is handled by Ogilvy & Mather of Toronto. Groupaction Marketing Inc. of Montreal handles the company's Quebec advertising.