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May 2006 - Strategy Magazine
Special Report: Listed Women

Agency
Elspeth Lynn & Lorraine Tao

by Natalia Williams
page 64

Elspeth Lynn and Lorraine Tao, partners/co-CDs, Zig, Toronto

Elspeth Lynn and Lorraine Tao have been called creatives with "post-feminist sensibilities." It's no wonder when you consider their category-breaking Lions Grand Prix runner up win for Vim called "Prison Visitor" in 2004, which showed a woman "imprisoned" by cleaning. Years previous, their ads for Special K helped revolutionize how marketers reach out to women by actually encouraging women to feel good about their bodies, and before that, they were garnering raves for "Stuck," their panty-parade campaign for Fruit of the Loom, which broke the mould by choosing to advertise women's underwear - to women.

In 1997, while still at Leo Burnett, Maclean's magazine included the tag-team on its "100 Canadians to Watch list." A couple of years later they would form their own agency, Toronto-based Zig, with Andy Macaulay, with clients that include Ikea, Molson and Unilever. Earlier this year the agency snagged Virgin Mobile as well.

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