TAXI (advertising agency)

TAXI is a Canadian advertising agency that was founded, in 1992, in Montreal. The company has five locations in Canada and one in the United States.cite web
url=http://www.strategymag.com/articles/magazine/20070601/timeline.html?word=TAXI
title=The timeline
work=Taxi Tribute
publisher=Strategy Magazine
first=Lisa
last=Sylvain
year=2007
month=June
accessdate=2008-06-03
format=html
language=en] [cite web
url=http://www.fastcompany.com/magazine/117/features-fast-cities-toronto.html
title=2007 Fast Cities
publisher=Fast Company magazine
year=2007
accessdate=2008-06-03
format=html
language=en]

Offices

* TAXI - Montreal and Toronto
* TAXI 2 - Toronto
* TAXI West - Calgary and Vancouver
* TAXI New York [cite web
url=http://online.wsj.com/article/SB118652161526290835.html
title=Questions With … John Berg
first=Suzanne
last=Vranica
publisher=The Wall Street Journal
date=2007-08-08
accessdate=2008-06-03
format=html
language=en]

Management

TAXI is run by two of the original founders, Paul Lavoie, chairman, and Jane Hope, design creative director. [cite web
url=http://www.strategymag.com/articles/magazine/20070601/taxidecon.html?word=TAXI
title=Taxi deconstructed
work=Taxi Tribute
publisher=Strategy Magazine
first=Lisa
last=Sylvain
year=2007
month=June
accessdate=2008-06-03
format=html
language=en] Former executive vice-president of Business and Strategy, Heather Fraser, joined Rotman School of Management, University of Toronto in 2005 after 10 years with the company. [cite press release
title = Rotman Design Leaders
publisher = Rotman School of Management, University of Toronto
date =
format = html
language = English
url = http://www.rotman.utoronto.ca/businessdesign/details.aspx?ContentID=138
accessdate = 2008-06-03 ]

Approach

The approach undertaken by TAXI is that of being a small, 'boutique', agency that can operate more nimbly than larger operations. This approach, also adopted by other non-traditional agencies such as Dutch business Strawberry Frog and SMART in Australia, has been referred to as part of "a revolution in the ad world". [cite web
url=http://money.cnn.com/magazines/fortune/fortune_archive/2005/12/12/8363132/index.htm
title=Madison Ave. Lights Up
first=Devin
last=Leonard
work=Fortune
publisher=CNNMoney.com
date=2005-12-12
accessdate=2008-06-03
format=html
language=en] According to "Adweek", independent agencies are proving "big global clients don't need big global agencies any more". [cite web
url=http://www.usatoday.com/money/companies/management/2005-10-09-goodson-profile_x.htm
title=Strawberry Frog hops to a different drummer
first=Theresa
last=Howard
publisher=USA Today
date=2005-10-09
accessdate=2008-06-03
format=html
language=en]

Awards

TAXI competes in a wide range of industry award shows. In 2007, the agency won six Lions at the Cannes Lions International Advertising Festival, France. [cite web
url=http://www.canneslionslive.com/film/win_2_1_03380.htm
title=Film Lion Winners 2007
publisher=Canneslions Live
year=2007
accessdate=2008-06-03
format=html
language=en] [cite web
url=http://www.canneslionslive.com/cyber/win_2_1_00087.htm
title=Cyber Lion Winners 2007
publisher=Canneslions Live
year=2007
accessdate=2008-06-03
format=html
language=en]

Two of Canada's ad-industry magazines have named TAXI "Agency of the Year" - Strategy Magazine, 2002, 2003, 2004 and 2005 [cite web
url=http://www.strategymag.com/aoy/2006/halloffame.html
title=Strategy Agency of the Year
publisher=Strategy Magazine
accessdate=2008-06-03
format=html
language=en] ; Marketing Magazine, 2001 and 2005 who also awarded it "Full Service/Creative agency of the Year" for 2006.

The US trade group, the American Association of Advertising Agencies, in 2006 honored TAXI with the "O’Toole Creative Excellence Award"Fact|date=June 2008.

References

External links

* [http://www.TAXI.ca Official site]