TAXI DELIVERS KNOCKOUT PUNCH - Strategy

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November 2008 • volume 20, issue 4
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CONTENTS
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ON THE COVER Under the guise of a shot to support the 15 Below charity auction
(see p. 98), we asked CEO Rob Guenette and ECD Steve Mykolyn of Agency of
the Year winner Taxi to get into the ring. A simple shoot turned into a three-ring
circus, complete with smoke machine, extras and wardrobe. And they got right into
character, or perhaps Guenette was just shadow boxing to keep warm as Mykolyn,
eyes glinting, shouted, “More blood!”
The result was captured by photographer Angus Rowe MacPherson and his team of
assistants, who doubled as members of the press. Cue Rocky theme song….
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EDITORIAL
Tempus fugit, and how to deal
UPFRONT
Algoma U takes on the big boys,
Energizer’s bunny challenges fans on
Facebook and everybody thinks pink
WHO
Febreze brand builder Trevor Thrun
walked off with P&G Canada’s top
branding award – and we were there
WHAT NEXT?
Senscity makes your store smell good,
but don’t expect your young employees
to stick around
AGENCY OF THE YEAR
From 14 contenders on the shortlist to six
winners and one champ: we present the
top agencies in Canada
B!G AWARDS
From theatre production to portfolio
makeover, these agencies stepped outside
their comfort zone and profi ted B!Gtime
MEDIA AGENCY OF THE YEAR
The results of our fi rst-ever juried MAOY
competition will have you Touche-ing the
Edges of your Starcoms – er, seats
FORUM
Renegade CMOs Tony Chapman and Ken
Wong brand Canada, while Will Novosedlik
urges marketers to lose their lunch
BACK PAGE
Frank Palmer vs. Paul Lavoie in
an Ultimate Fighting Championship
deathmatch? Don’t worry, it’s for charity
www.strategymag.com STRATEGY November 2008
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