Telus has named the new agency partners it will be working with as part of a strategic overhaul announced earlier this year.

Following an RFP, the telco has awarded Rethink its creative and strategy lead assignment for the Telus Home Solutions portfolio, which encompasses its Optik TV, internet, home phone and security products in Western Canada, Quebec and other regions where those services are available. The agency will work alongside The&Partnership, which manages creative and strategy for Telus’ masterbrand and mobility business lines, “to ensure we have integrated strategies and consistent brand expression,” Lisa Mack, VP of brand marketing at Telus, tells strategy.

Carat, meanwhile, has won the media strategy assignment. This move represents a shift away from Cossette, which has been a long-standing partner for the telco spanning back to 2010 on media, creative and direct response across its porfolio of brands and business units.

“Cossette played a critical role helping build the Telus brand and we are tremendously grateful for their support, the longstanding partnership and both professional and personal relationships we have cultivated over the years,” says Mack. “These were challenging decisions and required a robust fair-process model, including extensive and thoughtful deliberation that leveraged a multitude of decision milestones.”

Carat will also take the lead on Telus’ digital media transformation efforts in an “extended workbench” model, where talent from the agency will sit within the business units they are working on when needed.

Meanwhile, WPP will manage Telus’ creative and production needs via its global production arm Hogarth, as well as other assets within its network, such as The&Partnership. Specifically, the company is tasked with using technology to “drive meaningful improvements in speed to market and creative efficiency,” something it will work closely on with Carat and through a similar “extended workbench” model. WPP is also expanding its remit by adding CRM duties – also previously held by Cossette. WPP has been working with the brand on creative through The&Partnership since 2014.

Telus will continue to work with Plus Company agencies Camp Jefferson, Jungle and Koo on its Public Mobile, Koodo and Mobile Klinik brands. The flagship brand will also continue to work with existing partners Response, Behaviour, Camp Jefferson and National Public Relations.

The telco began its RFP process for the appointments in January, citing a desire to “evolve our agency model to best map and address Telus’ diverse needs through the marketing funnel,” as well as to “reimagine our approach to how we market and tackle our communications and the partnerships we benefit from to do so,” Mack told strategy at the time.

While it was made clear that The&Partnership would maintain its role as creative and strategy lead on its mobility and masterbrand lines of business, Telus was seeking additional creative depth for some of its other lines, as well as opening up its national and integrated media strategy and planning assignment for review, and seeking new partners on what it called Tier 2 and 3 creative production and digital media work – specifically, adapting design and creative to new platforms (Tier 2) and repurposing creative and making new ad versions (Tier 3).

“We are excited to welcome these world-class agencies to the Telus family,” says Jill Schnarr, chief communications and brand officer at Telus. “Our evolving business and ever-changing customer demands propelled our decision to explore new and innovative ways to bring our global leading brand to life.”

An earlier version of this story stated that CRM work had also been moved to Rethink. Telus has since informed us that the assignment was, in fact, moved to WPP.