ROGERS ANNOUNCES CONFIRMED ADVERTISING AGENCIES
By Adnews Staff
Following reports that Rogers Communications Inc. of Toronto had awarded its $40-million advertising account, the national communications company has confirmed what was reported two weeks ago, Toronto-based MacLaren McCann has been awarded the account. MacLaren McCann will provide creative for Rogers Cablesystems, Rogers Cantel and its brand Cantel AT&T, Rogers @HOME and Rogers Communications' brand work. A decision in the media portion of the Rogers account has also been confirmed. Incumbent The Media Company will continue to plan and buy the company's advertising. MacLaren McCann won the account following a formal agency review and competition including Young & Rubicam, BBDO Canada and J. Walter Thompson. MacLaren will work with its French-language sister shop Marketel in Montreal. Rogers decided to consolidate its advertising earlier this year in an attempt to reduce the number of agencies it was using. The review process began in May and concluded following the decision being made by a senior team of Rogers' executives.