Rogers Communications has awarded its media planning and buying assignment to OMD Canada after a brisk review process.
Caroline Papadatos, senior vice-president, customer and corporate marketing services for the media behemoth, cited a “real synergy” between the two companies as the reason OMD was appointed.
Rogers launched the review in mid-February. A list of participating agencies wasn’t disclosed, but was said to include incumbent MediaCom—whose MBS unit held the assignment since 1992—and ZenithOptimedia.
Calls to OMD Canada president Lorraine Hughes were not returned by press time, but in a release she said the agency is “thrilled” to lead the Rogers business.
“Rogers is the clear market leader in communications in Canada, and our team is passionately committed to setting the pace for new success in the coming years.”
Rogers spent $176.3 million on measured media advertising in 2007 according to The Nielsen Company, trailing only Procter & Gamble and ahead of both the Government of Canada and BCE. It increased its ad spend 14.3% from the previous year, according to Nielsen.
