TAXI DELIVERS KNOCKOUT PUNCH - Strategy

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aoy the future is now BY CAREY TOANE <strong>Strategy</strong>’s Agency of the Year award turns 20 next year. After nearly two decades of recognizing the best of Canadian advertising, it’s impressive to see the strides the industry has made – and the place it’s carving for itself in the global arena. The judges scored a very close race between fi erce competitors, putting Taxi back on top for a fi fth knock-’em-down-drag-’em-out victory led by new CEO Rob Guenette (in the ring) and ECD Steve Mykolyn (on the ropes). The judges also commented on the state of the industry as a whole. “More and more, we celebrate the ‘no-advertising’ advertising,” says creative panel judge Gaëtan Namouric, creative VP at Montreal agency Bleublancrouge. “Somehow, Canada makes the demonstration that a great idea can be ‘out of media,’ and it could be our international trademark.” On the strategic panel, director of communications and public affairs at Bombardier Transport Genevieve Dion agrees, from a marketer’s perspective: “There is tremendous creativity in our industry, deep understanding of client challenges in a world overcrowded with messages. Canadian agencies are pushing the limits and fi nding new ways of looking at things.” Who’s packing the punch? Turn the page to fi nd out. www.strategymag.com STRATEGY November 2008 25
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Page 3 and 4: 67 November 2008 • volume 20, iss
Page 5 and 6: in this issue custom publishing spo
Page 7 and 8: ENERGIZER HOPS ONTO FACEBOOK If you
Page 9 and 10: THE 2009 NABS SWIMSUIT CALENDAR IS
Page 11 and 12: This Canadian-driven campaign has b
Page 13 and 14: With minimalist copy that read: “
Page 15 and 16: Flip over the attached card for a s
Page 17: sponsored supplement custom publish
Page 20 and 21: custom publishing Minding content,
Page 22 and 23: custom publishing However, beyond a
Page 26 and 27: aoy gold TAXI KNOCKOUT Looking at T
Page 28 and 29: aoy TAXI • THE 15 15 BELOW PROJEC
Page 30 and 31: aoy gold TAXI • BOMBARDIER 30 Bom
Page 32 and 33: aoy gold TAXI • PALADIN LABS 32 S
Page 34 and 35: WE’LL NEVER FORGET WHAT JOHN ST.
Page 36 and 37: aoy silver DIET 7-UP • BBDO • P
Page 38 and 39: aoy silver On the list of charities
Page 40 and 41: LEXUS IS F. The IS F goes where Lex
Page 42 and 43: STIMULANT. Our new campaign for Sti
Page 44 and 45: To discuss how BBDO creativity can
Page 46 and 47: aoy bronze Research showed that whi
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Page 50 and 51: aoy honourable mention MICHELINA'S
Page 52 and 53: aoy fi nalist ESKA • ZIG • MOLS
Page 54 and 55: Solo Mobile hearts Rethink Communic
Page 56 and 57: aoy fi nalist OGILVY & MATHER • D
Page 58 and 59: aoy shortlist gallery A B C 58 D ww
Page 60 and 61: aoy process & scores THE PROCESS As
Page 62 and 63: aoy judges STRATEGIC PANEL Rob Assi
Page 64 and 65: aoy hall of fame 1990 Gold: McKim A
Page 67 and 68: TH!NK B!G B!GAWARDSB!GIDEASB!GIMPAC
Page 69 and 70: Ogilvy’s standing ovation Unileve
Page 71 and 72: Taxi’s mobile workout Koodo Mobil
Page 73: Juniper Park’s prescription Frito
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media aoy media director of the yea
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media aoy gold • Starcom MediaVes
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media aoy gold Johnnie Walker 82 Wh
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media aoy silver • Mediaedge:cia
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media aoy silver Sears Canada Molso
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media aoy bronze • PHD Blazing tr
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media aoy bronze Quebec Foundation
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the entrepreneur & the academic BY
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