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Publicis Canada wins $70M Rogers business

By Published on .

[Toronto] The controversial $70 million pitch for Rogers Communications, one of Canada's largest accounts, ended with Publicis Groupe's Publicis Canada winning the business after running a full-page newspaper ad the day of its final presentation depicting the agency as a prize fighter well-prepared for the title bout. WPP Group Chief Executive Martin Sorrell appeared at Grey Worldwide's presentation. The other two contenders were Omnicom Group's BBDO Worldwide and local shop Big; incumbent MacLaren McCann, part of Interpublic Group of Cos., bowed out. In the five-month review, Rogers insisted on ownership of all the finalists' spec creative. Agencies protested but the account was too big to ignore. Winner Publicis will hire 45 staff and open a Vancouver office. The three-year assignment includes Rogers' wireless, cable and media companies and the Toronto Blue Jays.
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