Astral Media Radio Inc. has hired Toronto-based Zig to create a multimedia campaign for its Toronto radio stations, as well as rebranding efforts for its national network of stations.
In May, Astral set out to find a smaller agency that could move quickly, and decided on Zig last month after discussions with several agencies, said Rob Braide, vice-president branding, communications and industry relations for Astral.
“We encourage independent thinking and strong creative abilities both in our own organization and in those that we partner with, which led us to work with Zig,” he said.
Prior to Zig, Astral worked with various agencies on a per project basis, said Braide. A short list was not disclosed.
The Toronto campaign, which launches next month, aims to increase time spent listening to Astral’s EZ Rock, Mix 99.9 and CFRB stations. The rebranding effort will roll out over the next couple of years.
Astral, long a strong radio presence in Quebec, picked up the Toronto stations when it bought Standard Radio last year.
Last week, Astral reported its radio division revenues increased by 151% from a year earlier thanks to the Standard acquisition of 53 stations in 30 markets.
However, Astral’s legacy stations in Quebec and Atlantic Canada saw revenues fall by 7%, hurt by challenging market conditions in Quebec.
