TAXI DELIVERS KNOCKOUT PUNCH - Strategy

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WE’LL NEVER FORGET WHAT JOHN ST. DID FOR OUR ADVERTISING. Congratulations on your nomination for Agency of the Year.
FLOAT LIKE A BUTTERFLY, STING LIKE A BBDO BBDO Canada’s stance in the ring is decidedly head-down, eyes-on-the-prize. Unlike the Cassius Clays of the ad world, the Toronto-based agency doesn’t trumpet its awards or new business wins, preferring to quietly keep clients happy with good, solid work. But as the agency reappears on the AOY podium for its best showing in 10 years, it might be harder to keep a low profi le. “Keep your eye on BBDO, that’s what I tell my staff,” says one, decidedly louder agency president. “They’re an agency I have to pay attention to.” President Dom Caruso attributes BBDO’s breakthrough work on brands like Diet 7-Up to the network-wide “Total Work” approach. “There was a time a few years ago when BBDO [Toronto] was ‘an ad agency that makes great TV spots,’” he says. “Today, everything [we do] in terms of how we work towards strategies and develop campaign ideas is to get to a big magic idea that’s bigger than any single medium, that inspires great creativity across every touchpoint.” Total Work, which has been in effect for three years, was fi rst implemented in Toronto by former chairman and CCO Jack Neary, who left in January to work on the P&G business in New York. And ECD Ian MacKellar insists that very little has changed since his mentor’s departure. “That was the great thing about Jack’s legacy – his skill set is enviable and it’s hard to follow in his footsteps, but he left me with the tools to carry the torch for the agency,” he says. The work has built trust with clients like Royal Bank and Johnson & Johnson (Monistat) to do more risqué work. “We’re taking intelligent risks to make sure people are getting more engaged,” says Caruso. “In this day and age, for communications to really work, they can’t be too conservative. It’s that spirit at the client level that has been key to the progress we’ve made in the past year.” Being in a top-shelf network is also a big motivator. “We’re in a pretty tough and enviable crowd,” says MacKellar. “We have no choice but to try to rise to the occasion.” CT aoy silver Home gym: Toronto, Vancouver, Winnipeg, Calgary, Montreal, Windsor, Halifax Entourage: 300 deep Season highlights: New business includes Sirius Satellite Radio, Mabe General Electric, Mercedes Benz and the Ontario Ministry of Health. Diet 7-Up work scored a Silver Lion at Cannes Defeats: Lost the Budweiser Quebec account to Brad Marketing in March. The auto industry slowdown means less Chrysler work; fast-feeder Cara Operations is also feeling the pinch Management moves: Chairman and CCO Jack Neary moved to BBDO New York, while Ian MacKellar rose to fi ll his creative role as ECD; SVP/EMD Stephanie Nerlich left to become president at Lowe Roche Training regimen: The work, the work, the work Licensing and merchandising: A card-carrying member of the BBDO network, which has been named Cannes Network of the Year for two years running Today, everything we do in terms of how we work towards strategies and develop campaign ideas is to get to a big magic idea that’s bigger than any single medium www.strategymag.com STRATEGY November 2008 35
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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 24 and 25: Cruel Intentions Lucky Numbers GET
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 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
Page 76 and 77: media aoy media director of the yea
Page 79: media aoy gold • Starcom MediaVes
Page 82 and 83: 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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