Toronto-based Rogers Communications is fast-tracking its telephony expansion with the purchase of Call-Net Enterprises, the parent company of Sprint Canada. In a deal announced this morning, Rogers is acquiring 100% of Call-Net, which includes Sprint’s home phone, local business service, IP data, long distance and wireless services to approximately 600,000 consumers and business customers in Canada.
Ted Rogers, president and CEO of Rogers, said the purchase would enhance the company’s ability to provide customers with all the services they want in one package, on one bill, from one provider.
Rogers stated: ‘This positions us immediately to offer primary line telephone service across our residential and business bases of wireless and cable customers. It also provides a substantial additional base of customers to cross-sell our portfolio of communications and entertainment products [to] and a skilled and knowledgeable employee group with strengths in telephones sales and marketing.’
What impact the deal will have on branding of the services or on the advertising assignments is unknown.
Rogers’ estimated $85 million advertising business is currently under review with incumbents Marketel of Montreal, and media AOR Toronto-based Media Buying Services taking part. A decision is expected sometime this summer.
The Sprint Canada creative and media assignments are handled by Sharpe Blackmore EURO RSCG of Toronto.
