Only two years after Omnicom Media Group created the dedicated unit Red Magnet to handle a consolidated media account for vertically integrated giant Rogers, the company has further consolidated its advertising by handing all media, analytics and creative work to the same holding company.

The Rogers account now sits with WPP in a new unit named Theo (after founder Ted Rogers). Effective immediately, the media aspect of the account will be handled by Mindshare, with added support from other GroupM agencies. Creative will be split between WPP shops John St. and Taxi.

In 2018, Rogers made the decision to put all of its media buying operations under one roof after previously having numerous agencies across different parts of its business – such as DAC Group handling media for its enterprise business, with OMD handling mass media for consumer products and Leapfrog handling digital. Earlier this year, Omnicom tapped former Wavemaker strategist Devyn Perry to serve as managing director of Red Magnet.

In an email to MiC sister publication strategy, a representative for Rogers said that there’s no immediate change on the horizon for its media strategy. The spokesperson also clarified that the move was motivated largely by a desire to get all agency assignments under one roof in order to make its communication strategy more effective.