Crispin Absorbs Sibling Zig

The changes at MDC Partners just keep coming.

A week after creative star Alex Bogusky’s departure from the holding company, MDC said its Toronto-based Zig unit is getting a new brand identity and chief executive.

The 100-person agency will now operate under the aegis of sibling Crispin Porter + Bogusky and operate as CP+B Canada. The Zig name will be retired.

Zig president Shelley Brown becomes CEO, succeeding Andy Macaulay, who moves to chairman. Zig creative leader Aaron Starkman becomes ecd at CP+B Canada.

In addition, Zig’s eight-person Chicago office will close, and MDC is currently seeking to place those staffers within its agency portfolio.

MDC characterized the shift as a “strategic move” and said it “further enhances Crispin’s global positioning and gives them access to an entirely new and driven talent pool in Toronto, the third biggest advertising market in North America.”

Molson Canadian, Ikea, Best Buy, Burt’s Bees, Pfizer, SCA and Unilever are all clients of Zig. Miami-based Crispin is best known for efforts backing Burger King, Domino’s and Microsoft, among others.

Bogusky, one of adland’s highest-profile execs, last Thursday said he would leave the advertising business and MDC. There was also an executive shake-up at MDC’s Kirshenbaum Bond Senecal + Partners.

See also: “KBS+P Expands Into Atlanta”