What We've Done

ila is the first personal safety brand for women. It was invented by Zag to deliver innovative and sophisticated personal safety products that truly empower women. The first product from ila is the ila Dusk, the perfect companion to an evening out on the town. As an exciting high street brand with strong sales performance and big ambitions, ila intends to bring new products to market in 2009.

Pick Me is the brand that brings some edge to veg. Zag invented Pick Me in response to the lack of innovation, taste and excitement in vegetables - especially evident in comparison to the fruit market. Pick Me's hero product is a delicious ready meal range currently distributed in Tesco. from this impressive start, the brand has plans to shake up the whole category.

Mrs O is the world famous blog that follows the fashions of First Lady Michelle Obama. It aims to be a central, ever evolving resource that chronicles Mrs O's look, while providing fashion commentary and information. The Mrs O brand was invented by Mary Tomer, a Zag staffer in our New York office, amidst the wave of euphoria and excitement of the 2008 Election Campaign.

Dogside is one of the first true brands in the remarkably ill-branded market of pet accessories. Its proposition is simple : Cool gear for smart dogs. Dogside products are always stylish, high quality and designed with the modern dog and owner front of mind.

Zag's New York office has been working with Diageo to identify exciting, and commercially rewarding, brand opportunities. These have included both brand extensions and brand inventions in the drinks market.

Zag has been working closely in America with Axe, one of Unilever's strongest brands, to identify brand partnership opportunities. Zag has focused on partnerships that will increase awareness amongst Axe's consumer target while opening up fresh distribution networks.

Zag helped Hermes, one of Europe's best courier companies, to revitalise their brand identity. Upon the successful completion of this project, Zag went on to run a pan European qualitative research project for Hermes to help answer their key strategic marketing questions.

Zag worked closely with entrepreneurs at Yes Food on their unique sports nutrition food venture. Zag defined the brand's proposition and consumer targeting before moving on to develop its visual identity and packaging design.

Apax commissioned Zag to investigate the brand potential of large consumer businesses that they were considering acquiring. In addition to this due diligence work, Zag also presented fresh acquisition targets to Apax, three of which were investigated and actively pursued.

Zag strategically outlined the brand investment opportunity around a Pages Jaune (the French subsidiary of Yellow Pages), producing a short, medium & long term plan for the brand.

Zag received written mandates to pursue two brand acquisition targets that were presented to CQS.