Rogers Communications has named independent American agency Rosetta its direct and interactive direct marketing agency of record, replacing incumbent Wunderman after a review.
The multi-year assignment for the Princeton, New Jersey-based agency will include consumer and business-to-business acquisition and customer marketing in direct mail and interactive direct for Rogers including its wireless, home phone, television, and Internet services.
Rosetta will be opening a 20- to 30-person Toronto office by early March. The agency currently has offices in New York, Cleveland, Denver, Boston and Chicago.
“We have served other clients in the Toronto market in the past,” said Chris Kuenne, chairman and CEO of Rosetta. “We had a two-year relationship with CIBC, and it would be our hope that Rogers is the first of several clients we’ll be able to serve in Toronto. We like the market, we like the people very much, the talent is very strong, so we think Toronto is a nice growth opportunity for our services.”
“We were attracted to Rosetta’s strategic approach to direct and interactive marketing,” said Rogers vice-president, brand and marketing communications Shelagh Stoneham, in a statement. “Rosetta’s combination of world-class technology, demonstrated experience in helping major telecommunications companies leverage interactive marketing channels and its proprietary approach to segmentation all factored heavily in our decision. Rosetta’s commitment to the Canadian market also was a plus.”
