Rogers Communications' creative assignment—one of the biggest in the country—is once again on the move. Less than two years after unexpectedly shifting the business from WPP's bespoke agency unit Theo to Sid Lee, the telecommunications giant confirmed Tuesday that it has awarded its creative account to Publicis.
*Rogers spokesperson Sarah Schmidt confirmed the move late Tuesday, but provided few additional details. "We’ve greatly appreciated the partnership and commitment of the Sid Lee team,” she said in a brief statement to The Message.
It marks a reunion between Rogers and Publicis, which held the assignment from 2005 until it was moved to Theo in 2020. Publicis Toronto president Brett McIntosh directed The Message's request for comment to Rogers. Taxi is holding onto the Fido business, which it was first awarded in 2016 and retained after Theo was dissolved.
Sid Lee was handed the creative remit for Rogers' Wireless, Home and Business units in 2022. While the move to Sid Lee caught many by surprise so soon after WPP created Theo, two key Rogers executives at the time—CMO Myrianne Collin and Robert Dépatie, president and chief operating officer, home and business division—had worked with Sid Lee at Vidéotron. Collin left Rogers last June, while Dépatie retired at the end of the year.
Last May, a little more than a year after winning the account, Sid Lee introduced a new brand platform for Rogers. "With you all the way" emphasized the many ways Rogers' products and services connect Canadians.
*This story has been corrected.
*Rogers spokesperson Sarah Schmidt confirmed the move late Tuesday, but provided few additional details. "We’ve greatly appreciated the partnership and commitment of the Sid Lee team,” she said in a brief statement to The Message.
It marks a reunion between Rogers and Publicis, which held the assignment from 2005 until it was moved to Theo in 2020. Publicis Toronto president Brett McIntosh directed The Message's request for comment to Rogers. Taxi is holding onto the Fido business, which it was first awarded in 2016 and retained after Theo was dissolved.
Sid Lee was handed the creative remit for Rogers' Wireless, Home and Business units in 2022. While the move to Sid Lee caught many by surprise so soon after WPP created Theo, two key Rogers executives at the time—CMO Myrianne Collin and Robert Dépatie, president and chief operating officer, home and business division—had worked with Sid Lee at Vidéotron. Collin left Rogers last June, while Dépatie retired at the end of the year.
Last May, a little more than a year after winning the account, Sid Lee introduced a new brand platform for Rogers. "With you all the way" emphasized the many ways Rogers' products and services connect Canadians.
*This story has been corrected.
—With files from David Brown
