Rogers has stuck with Omnicom Media Group (OMG) for its new media agency assignment – but this time, it’s moved all of its business units under a new, custom agency by the network.

Red Magnet, an agency created by Omnicom’s media services division for the Rogers business, will pull in resources from across OMG’s media network in order to service all media planning and buying for Rogers. This includes Rogers’ consumer, media and enterprise units.

According to Rogers, the RFP was launched earlier this year with the intention of bringing all operations under one agency.

Rogers had been with Omnicom’s OMD since the last time it issued a media RFP in 2009. While OMD handled mass media, it added agency Leapfrog two years ago for its digital work. Earlier this year, it tapped the DAC Group for enterprise business.

Drew Stevenson, VP and head of brand at Rogers, said that the development of Red Magnet helps the media and communications company leverage big data more efficiently.

“As the media landscape continues to change at a rapid pace, we know how important it is to stay dynamic and nimble,” he said in a press release. “We… needed an agency that reflected that.”