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W NETWORK

In 2002, Zig helped W Network jump from eighth position to the number one women's specialty channel in Canada. But staying on top is no small feat. W's ad budget has gotten smaller but its goal hasn't: to get more women to watch while reinforcing its position in the trade.

Zig needed to show that no network knows women better. So female insights were at the heart of the work. Radio for the "Mad About Hugh" (Grant) event, for example, tapped into the truism that no woman can resist a man with an accent. At media offices, wallet-size photos of Hugh were posted. And agencies received "The Essential Dictionary of Women's English," suggesting women have their own language. The campaign helped increase viewership for "Mad About Hugh" by 50%, according to Nielsen Media Research and the trade campaign garnered rave reviews.

RADIO

Sense Sensibility	Four Weddings
Two Weeks Notice

PRINT

Hugh Grant

W Dictionary