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Central Station opens in Toronto

Toronto-based marketing agencies Zebra Studios and MonkWilliams have merged their operations into a new firm called Central Station. The company is headed by five partners: Paul Perkins, Joe Angellotti and John Boniface from Zebra Studios and Brad Monk and David Williams of MonkWilliams. Boniface will hold the position of president, while Monk will be creative director. The agency has a staff of 30. Its client list includes Nike, MolsonCoors, Nestle, Hudson's Bay Company, Weetabix, Lindt and the Humber Regional Hospital.

"Why people choose one brand over another has changed a lot," said Boniface. "Brands have to be interesting from the get go, name, identity, character, retail experience. We're building an agency designed to excel at the things that are central to making brands irresistible at inception and over the long term. It's harder than ever for large companies to build irresistible brands that make competitors jealous. We know what's central to doing that. We've done it before and we have the right resources to make it happen."

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