It’s not easy when a client of nearly 20 years calls to say the account is up for review.
That’s what happened to DentsuBos Tuesday. “But you have to see the silver lining,” said president and CEO Claude Carrier.
While DentsuBos had been doing most of the creative work for the Rogers discount/youth brand, it didn’t have all the business. “We weren’t doing the CRM and for the longest time we weren’t doing the digital work,” said Carrier.
Now, if it comes out on top after the review, Carrier’s understanding is DentsuBos could have all of Fido’s business. “We will take part, we will give it our best shot and our intent is to build our business,” he said.
Well before the 2012 merger with Dentsu, Bos launched the Fido brand in 1996. “We created the brand, the name the logo….we started the whole thing,” said Carrier.
Rogers issued a short statement Tuesday confirming the business was up for RFP and would include “social, digital, TV/video, OOH, retail and communications to customer base.”
“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 chief brand officer Dale Hooper in the statement.
And while an agency president never wants to hear a client is considering a new agency, it’s also understandable, said Carrier.
“Most clients have processes that include periodic reviews of all the processes, all of the suppliers. They involve procurement and best practices and all that,” he said.
“After holding the business for 20 years without a review, it is not surprising that at some point in time it becomes part of the overall best practices to make sure they have exactly what they need.”
