Rogers demand riles Canada shops

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[Toronto] Canadian media and telecommunications group Rogers Communications is riling Canadian shops by insisting that in an agency review it will own all the creative work and ideas submitted by all the agencies that participate in the final round, win or lose. Rogers is in the request-for-proposals stage for its estimated $69 million account. Agencies also complain that the compensation being offered for their time, ideas and creative-about $40,000-isn't enough for an account that size and the amount of work involved. The account covers Rogers' cable and wireless services, radio, TV, publishing, sports entertainment and the Toronto Blue Jays.

Canada's Institute of Communications and Advertising approached Rogers about its members' concerns and the company's management initially reassured ICA President Rupert Brendon. A few days later, Rogers informed Mr. Brendon that the company had decided not to change its rights-ownership requirement or remuneration after all. MacLaren McCann Canada, incumbent on the bulk of the account for six years, has informed Rogers that it is declining to repitch, although its sibling, Interpublic Group of Cos. agency Marketel, which handles Rogers in French-speaking Quebec, plans to participate. No other agencies have yet said publicly that they won't pitch.

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