Taxi advertising & marketing assignments

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Selected Taxi advertising

Taxi is a highly regarded creative agency with three offices in Canada, as well as two in the US. In a surprise development in 2015, it absorbed the existing operations of sister agency Y&R in Toronto and Vancouver. Taxi also has an outpost in New York, but an attempt to establish a presence in Europe, in Amsterdam, was less successful and was shuttered in 2012. The business was founded in Montreal in 1992 by Paul Lavoie, previously creative director at Cossette, along with several partners. It quickly established a reputation as one of the country's top creative agencies, picking up a string of awards and as well as five Agency of the Year accolades. A US outpost was launched in 2005, and in 2010 the group was acquired by WPP. It retained standalone status, aligned with the Y&R network. There was some management upheaval during 2017, including the departure of founder and chief creative officer Lavoie. Jordan Doucette and Jeff MacEachern were named as joint CCOs, but they too both left the agency soon afterwards. Rob Guenette remains as CEO; David Jenkins is president. Following the merger of Y&R and VML, Taxi retained its role as the Canadian representative for the combined network. The agency scored its biggest win to-date at the end of 2018 as one of the key contributors to The VW Partnership, a new team created to take over the Volkswagen account in North America. However, that role has turned out to be less extensive than originally anticipated after Johannes Leonardo was appointed as lead creative agency. Signal is the group's inhouse strategic consultancy.

Capsule checked 6th March 2020

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Recent stories from Adbrands Update:

Adbrands Weekly Update 29th Nov 2018: WPP was one of the surprise victors in the global Volkswagen brand creative review. The German auto giant confirmed allocation of its global business to three agencies. DDB - currently one of the brand's lead agencies in multiple markets - will retain the European account, while sister network BBDO keeps hold of Latin America through incumbent Brazilian agency Almap BBDO. Omnicom also keeps Australia and adds South Africa (from WPP's Ogilvy). However, WPP has been awarded the three key North American markets of the US, Canada and Mexico. It is forming a new entity to manage the business. The VW Partnership will include staff from creative agencies David and Taxi in the US and Canada respectively, as well as digital shop Possible, activation specialist Geometry Global and production division Hogarth. Cheil retains the brand in China. Major losers include Interpublic's Deutsch in the US and German indie Grabarz & Partner. (Could the latter end up under Omnicom's umbrella?). Publicis goes home empty-handed.

Adbrands Weekly Update 9th July 2015: Y&R Brands announced the effective suspension of the Y&R brand in English-speaking Canada. Its existing offices in Toronto and Vancouver are being merged into separately branded Taxi, already aligned with the group. The combined business will be overseen by Taxi chairman & CCO Paul Lavoie and CEO Rob Guennette. Y&R Canada has been without its own CEO since the departure of Chris Jordan last year. Its Calgary office now operates under the banner of Ford agency Blue Hive. Francophone agency Saint-Jacques Vallee Y&R in Montreal will be the last outpost of the main Y&R brand.


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