Astral Media Radio has tapped the zig agency to create fall campaigns for its three Toronto stations, and independent buyer Dave Mitchell to handle media.

Why zig? Rob Braide, the company’s VP of branding, communications and industry relations, tells MiC it’s because the agency ‘is small but not too small, has deep experience on the creative side and can react fast and move quickly.’

The goal of the campaign, adds Braide, is ‘to increase time spent listening, and to develop a wall of women psychographically and demographically wide to achieve the needs of Toronto’s advertising community.’