Union is the current name, adopted in 2012, for 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. 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, although links remain and it continues to be owned by holding company MDC Partners. Following several account gains the agency absorbed MDC stablemate Trapeze in 2014, and opened an office in Montreal in 2015. Sub Nijjar is president. Zig was originally formed in the late 1990s by Andy Macaulay and ex-Ammirati & Puris creative team Elspeth Lynn and Lorraine Tao, and made an early name for itself with ads for ex-Ammirati client Unilever. MDC acquired a large minority stake in 2004; then 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.
Which clients does Union handle? Find out more from the Adbrands Account Assignments database
Who are the competitors of Union? See ranking of Canada's Leading Advertising Agencies
Capsule checked 14th August 2018
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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.
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. Fully searchable by brand, brandowner company or advertising agency, the database now contains more than 35,000 worldwide account assignments for over 9,500 leading brands.
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