Union is a Toronto-based agency which has undergone several changes of brand in the past few years. Originally known as Zig, it was absorbed into the global network of celebrated US shop Crispin Porter & Bogusky in 2010, becoming CP&B Canada. However, that role became increasingly uncomfortable as conflicts with CP&B's US client roster either lost the Canadian agency existing accounts or prevented it from pitching for others. It split off from the CP&B network in 2012 under the new name of Union. Following several account gains the agency absorbed MDC stablemate Trapeze in 2014, and opened an office in Montreal in 2015. Union continues to be owned by CP&B's parent group, now known as Stagwell (previously MDC Partners). Catherine Marcolin succeeded Sub Nijjar as president in 2020. Zig was originally formed in the late 1990s by Andy Macaulay and ex-Ammirati & Puris creative team Elspeth Lynn and Lorraine Tao, and it made an early name for itself with ads for ex-Ammirati client Unilever. MDC acquired a large minority stake in 2004; then took full control four years later, at which point Lynn and Tao departed the business. Macauley remained until 2014, before moving to Rethink. In 2019, MDC realigned Union with US agency Doner, making it a unit of newly created Doner Partners network alongside fellow Canadian agencies 6 Degrees and Veritas.
Capsule checked 9th August 2021
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Adbrands Account Assignments is a database tracking account management for the world's leading brands and companies. In other words, which advertising agency handles which accounts in which countries
Adbrands Social Media 12th Jul 2018: FRIDAY CLASSIC: Vim "Prison Visitor" by Zig (2005). Household cleaners aren't exactly the most exciting product for an agency to work on, so this brilliantly simple but exceptionally clever spot for Unilever's Vim caused a minor sensation in 2005, winning a cupboard-full of awards, and establishing an international reputation for its creators, independent Canadian agency Zig and director duo the Perlorian Brothers. ...[Story continues here]...
Adbrands Weekly Update 28th May 2015: Ads Of The Week: "Orange Square". They may be processed as hell but they taste like heaven in the right setting. MDC Partners' Canadian agency Union plays mind games with orange squares in a new set of ads for Kraft Singles. This one will get your tastebuds tingling, and there are two more over at Facebook.
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