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Zig opens new affiliate agency

Zig of Toronto has formed a new business unit called X. The unit, which the agency describes as a “connection planning venture,” is jointly owned by Zig and media specialist Cathy Collier, who has been appointed president. Collier was previously a senior vice-president and media director at Cossette Media. She will lead the new company, which will work to identify the moments in a consumer’s decision-making process that influence a choice in brands. “Now more than ever, marketers are stepping back to examine where money is being spent, what is currently being done, and what can be done differently,” said Andy Macaulay, president and CEO of Zig. “Our clients are looking for new and better ways to make their marketing budgets work for them, and this is one way we can help them do that. Cathy’s depth of experience in this area enhances our current offerings, and will maximize the impact of our ideas for clients.”

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