ROGERS ACCOUNT AWARDED TO MACLAREN MCCANN, OR NOT
By Adnews Staff
Despite an article in yesterday's National Post reporting that Rogers Communications has awarded its $40-million advertising account to MacLaren McCann of Toronto, Rogers spokesperson Jan Innes maintains that no decision has been made and the account has not been awarded. Innes confirmed to Adnews that Rogers has further shortened its list of agencies competing for the account down to two firms but would not specify which they are. According to Tony Miller, chairman and chief executive officer of MacLaren McCann, his agency has not been advised whether they have or have not been awarded the account. Miller said he has heard that other agencies on the shortlist have been informed they will not get the business, but says that his agency has not yet heard from Rogers. Officials at Young & Rubicam, BBDO Canada and J. Walter Thompson, which had been shortlisted along with MacLaren McCann, could not be reached to confirm whether their agencies had heard from Rogers. The Post article reports that MacLaren would be working with its French-language sister shop Marketel/McCann Erickson Ltd. of Montreal on the account, which includes advertising for Roger's cellular unit Cantel/AT&T, its cable division and its Internet unit Rogers@Home. Innes also told Adnews that a decision regarding the account is expected within the next week. A decision on the media portion of the Rogers account is also expected to be announced shortly. Incumbent The Media Company and MacLaren's media buying division Initiative Media are both reported to be pitching.