TAXI DELIVERS KNOCKOUT PUNCH - Strategy

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aoy gold <strong>TAXI</strong> <strong>KNOCKOUT</strong> Looking at Taxi over the past year, it seems that change is the only constant. The departure of Zak Mroueh was followed by a reshuffl ing that saw CD Steve Mykolyn fi ll his shoes, Taxi Content’s Daniel Rabinowicz move to New York to replace outgoing president John Berg and Canadian prez Rob Guenette named overall CEO. “Paul [Lavoie, chairman and CCO] likes to say we’re in show business – he’s responsible for the show and I’m responsible for the business,” explains Guenette, who says Taxi’s fl at organizational structure – with fi ve GMs reporting to him – is what ensures consistency and strong oversight. Since its inception, Taxi has placed on the AOY podium eight times, including a record fi ve gold wins. Now that the house 26 STRATEGY November 2008 is in order in North America, Guenette is looking to Europe in the hopes of establishing a home in Amsterdam or London. “We always have one foot fi rmly planted in today and one foot forward,” he says, adding that the successful move into New York has given him confi dence. “The goal, ultimately, is to be a global agency. We love being independent, and we don’t see why we couldn’t achieve global standing in our sector.” Expansion during a time of global economic uncertainty might seem brash (to put it mildly), but Guenette isn’t worried. “Taxi has its roots in the recession – it was founded in 1992,” he says. “It’s made us smarter, keeps us lean. There is no fat on Taxi.” He’s referring to the fi nancial and work ethics that have earned Taxi a place on Deloitte’s 50 Best Managed Companies in Canada list for two years running, but you’d be forgiven for thinking of Koodo, Taxi’s latest home run for longtime client Telus. The campaign stretched beyond mass advertising to streamline everything from the on-hold Paul likes to say we’re in show business – he’s responsible for the show and I’m responsible for the business music on customer service lines to shopping bags and mall kiosks. Although Guenette points out that design has been “part of our genetic code” since the beginning, the recent renaissance can be traced to ECD Steve Mykolyn – also the mind behind 15 Below – who has a strong design background. “He is one of the original 360-degree thinkers,” says Guenette. “The world is changing, and there are more stories to tell in more places.” www.strategymag.com BY CAREY TOANE Home gym: Toronto (x2), Vancouver, Calgary, New York Entourage: 360 deep Season highlights: New business wins from Koodo, The Weather Network, Toronto FC, Parkinson Society, Harlequin, Dasani Essentials, Fanta, Powerade, Vancouver Aquarium, Bombardier Aerospace and Groupe Germain (Alt and Le Germain Hotels). The 15 Below project won at D&AD, ADC, the One Show and in the Design category at Cannes; Mini snagged a Gold Lion at Cannes Defeats: Lost Eska business to Zig (see p. 50) Management moves: Steve Mykolyn stepped in for former ECD Zak Mroueh; Daniel Rabinowicz replaced John Berg as president in New York. Gary Westgate, former CD at Toronto agency ACLC, moved into Ron Smrczek’s chair after Smrczek left for NYC to take over for ECD Wayne Best, while Taxi Canada prez Rob Guenette was promoted to North American CEO Training regimen: No silos – art directors mix with designers and ad writers – and no fi ghting for budgets, as P&Ls are all in one place Licensing and merchandising: European expansion in the works this fall; closer to home, a full-service Taxi Cafe is slated to open to the public in the Taxi 2 building next month, complete with branded coffee and t-shirts designed by Taxi staff
TORONTO STAR LIVING A cross-section of all lifestyle topics including those especially important to the aging adults: Food and Nutrition, and Health. For more information call 416-869-4242 1-Source: CNA, Spring 2007 2-Source: NADbank full study 2007 TORONTO STAR TRAVEL With high household incomes and a propensity to travel, our readers are a strong match for your travel advertising and marketing messages. The economy is booming. Baby boomers. Since their arrival, they’ve continually reshaped society. And the fact is, adults 40+ are making up more and more of the Canadian populace 1 . With spending power and a dedication to newspapers, affluent boomers are a target you can’t afford to ignore. Now here’s something else to consider: pick any day of the week and you’ll reach more affluent baby boomers with the Toronto Star than with any other newspaper 2 . And with the new health and wellness website, healthzone.ca, from thestar.com, that’s money in the bank. HEALTHZONE.CA This new website from thestar.com targets boomers (45-65) with articles, tools and information about aging well. Boomers looking to improve their health and wellness can read breaking health news, find pharmacies, walk-ins and doctors in their area, as well as research health conditions. A database of every medication in Canada is also available.
Page 1 and 2: TAXI DELIVERS KNOCKOUT PUNCH + more
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 24 and 25: Cruel Intentions Lucky Numbers GET
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
Page 48 and 49: aoy bronze DDB • SUN-RYPE Sun-Ryp
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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media aoy judges Strategic panel Su
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Congratulations from your friends a
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the entrepreneur & the academic BY
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ack page. Taxi ECD Steve Mykolyn sp
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