Fido begins an agency search

RFP includes social, digital, TV/video, OOH, retail and communications

*This story was updated @ 4:45 PM on Nov. 25, 2015

Rogers is looking for a new creative agency partner (or partners) for its Fido brand.

Dale Hooper, chief brand officer at the telecommunications giant, confirmed the agency review in a short statement sent to Marketing, saying as of today Rogers was “putting the Fido business up for RFP.”

DentsuBos has been the creative agency on Fido for nearly 20* years (the account was held by BOS before merging with Dentsu in 2012), though FCB Montreal and North Strategic have also recently done work for the brand.

“While we enjoy working with our current agency partners, as part of our commitment to always being at the top of our game, it’s our responsibility to evaluate our approach to ensure we are always engaging Canadians in the best way,” said Hooper in the statement.

Rogers subsequently confirmed the RFP includes “social, digital, TV/video, OOH, retail and communications to customer base.”

Fido has long been positioned as Rogers’ cheaper, youth-focused brand. That has included, for example, a partnership with Vice and Spotify to give Fido subscribers exclusive content opportunities. More recently, Rogers has been extending the Fido brand into home internet services.

In the past few weeks, new work for the Fido brand has included a Christmas-themed 360-degree online music video/ad from DentsuBos to promote the partnership with Spotify, as well as a series of videos by FCB intended to help existing customers understand their bills, install their modems and how to optimize connection speeds.

North Strategic also just produced a video for the Fido brand tied to the roll-out of home internet services.

“This is an exciting time for Fido and we are looking forward to finding the best partner to help us tell our story and continue to build our brand in today’s world,” said Hooper.

Marketing and are also owned by Rogers.

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