TORONTO Canadian shop Zig, a unit of MDC Partners, said it has hired industry veteran Cathy Collier to launch a connection planning venture called, simply, x.
The startup, at which Collier is currently the lone staffer, is jointly owned by the agency and exec and is tasked with serving existing and independent clients throughout North America.
Collier, who has worked in communications for the better part of two decades, previously served as svp, media director at Cossette Media. She focused on strategic, media and communications planning for clients such as Nike, Coca-Cola and Bell.
She explained that key points in the marketing journey are called "'x' moments," hence the venture's unconventional name.
Zig CEO and president Andy Macaulay said launching such an affiliate makes sense because in tough times clients more than ever are examining where their money is being spent and how programs might be better targeted for greater impact.