Grey creatives zag to Zig

With near the speed of Roots Air's grounding, senior creative team Arthur Shah and Elsie Fehr are taking leave of Toronto-based Grey Worldwide....

With near the speed of Roots Air’s grounding, senior creative team Arthur Shah and Elsie Fehr are taking leave of Toronto-based Grey Worldwide.

After a mere six months with the agency – working primarily on the Roots Air account – the creatives are trading their big agency experience for the boutique-like confines of Zig. (On Thursday Roots Air parent Skyservice Airlines announced it was pulling the plug on the fledgling carrier.)

‘Elsie and I have been working in big agencies for a long time,’ says Shah. ‘We figured this would be a really new experience for us…the entrepreneurial aspect of [Zig] is probably the most exciting thing.’

Shah, a copywriter, and Fehr, an art director, were first paired the early 1990s while working at Ogilvy & Mather where the team won a Cannes Gold Lion in 1997 for their work on the Timex Indiglo campaign. They also spent two years at Cossette Communication-Marketing, before joining Grey in November last year.

Marc Stoiber, executive creative director at Grey, has been working at raising the level of creative output by the agency. He brought Shah and Fehr on as part of that process.

‘Artie and Elsie did some wonderful work while they were here,’ he says. ‘They have helped raise the profile of the agency.’

No word yet on what accounts the team will take on at Zig. ‘They’re growing real fast. Work is coming through the doors and they just need some senior help,’ Shah says.