Profile: Rogers

As the country's second largest ad spender, with an account estimated to be as much as $86 million, Rogers Communications has been rather quiet lately. The search for an AOR, from which current agency MacLaren McCann withdrew, is likely why.

As the country’s second largest ad spender, with an account estimated to be as much as $86 million, Rogers Communications has been rather quiet lately. The search for an AOR, from which current agency MacLaren McCann withdrew, is likely why.

Shops on the shortlist include Publicis and BBDO Canada, both of which have offices in Montreal and Toronto; Grey Worldwide (Toronto and Vancouver); Saatchi & Saatchi (Toronto, Vancouver and Montreal) and Toronto’s Downtown Partners DDB and Zig, which created a new arm, called Big. Big is being run by former Taxi partner Heather Fraser and hotshot designer Bruce Mau of Bruce Mau Design.

Up for grabs are most of Rogers’ divisions, including TV stations, video stores, mobile phone and cable businesses and the Toronto Blue Jays. Publicis looks to be gearing up for a win, judging by its new youth division, Publicis FFWD, and sports division, Publicis Sports Integrated. A decision is expected by June.