Only P&G spends more on advertising than Rogers Communication, (RCI), but all of RCI is with one agency while P&G is split between several shops.

Rogers Senior management confirmed that the CTD review process accomplished the goals in addition to the objective; to assist Rogers in finding the ideal agency partner for the next decade.

SUMMARY OF GOALS

Design and implement a less protracted painful process than a traditional agency search.

Get the maximum amount of analysis and productivity out of the selection process.

Make it more meaningful and fun for the Rogers stakeholders.

Make it more fair and productive for the agency participants.

Generate positive press for Rogers within the Marketing and Advertising community