Media Buying Services of Toronto has won the $35 million Rogers Communications media buying account after a review started this summer.
Three other Toronto agencies on the short-list were Genesis Media, Harrison Young Pesonen & Newell and Ogilvy & Mather.
The account includes Rogers Broadcasting, Rogers Cablesystems, Rogers Cantel, Rogers Video, Maclean Hunter Publishing and Toronto Sun Publishing.
The largest portion is Cantel, which has an estimated annual media budget of $21 million.
Gee Jeffery & Partners had previously handled Cantel’s newspaper, outdoor and specialty tv buys, while hypn took care of broadcast television.
Other agencies previously handling media buying for Rogers divisions included: Enterprise Advertising, cable and corporate; hypn, The Toronto Sun; Prism Communications, Maclean’s; and J. Walter Thompson, Canadian Home Shopping Network.
