ART GALLERY OF ONTARIO HANGS AOR TITLE WITH ZIG
By Adnews Staff
The Art Gallery of Ontario has awarded its agency-of-record title to Toronto-based Zig. The agency was shortlisted for the account in a review that included three additional unnamed agencies. Zig will be responsible for the AGO's creative advertising and brand work, said Micelle Koerner, AGO's marketing manager. "We are trying to pull together all of the advertising that comes out of the AGO," she said. The core, loyal audience is aging, Koerner said and advertising will begin targeting a new audience. The AGO will even look at targeting a younger audience she said. Institutional advertising for the AGO is expected from Zig in the next month. The agency's first exhibition advertising project will be for the gallery's Spring exhibit of The Hermitage. Typically advertising for the AGO includes print and outdoor in the Greater Toronto Area however for larger exhibits, such as The Hermitage Koerner said, advertising efforts may extended beyond the GTA.