Cathy Collier, who earlier this week left her role as SVP, media director at Cossette Media, will head a new connection planning venture with Zig, the agency announced today. The business enterprise, known as X, is jointly owned by Zig and Collier, and will operate as an affiliate of the agency under Collier’s leadership to service existing and independent clients in both Canada and the United States.

X will work closely with clients, planners and creative teams to map the consumer decision-making process and find the critical moments that influence brand choice. X will then determine the right type of brand interaction, whether it’s a message, an experience or both, for each identified moment.

‘We call those key points in the journey ‘X’ moments,’ said Collier, in her new role as X president. ‘This sort of focused thinking is a natural addition for Zig, due to their long-standing belief in the power of ideas.’