WPP Acquires TAXI: Canadian-based network joins Y&R brands roster of companies – Lavoie plans to roll out the TAXI brand around the world

WPP announced today that it is acquiring the TAXI creative network. TAXI, founded in 1992 in Montreal by Paul Lavoie (left) and partner Jane Hope, has built its reputation on its highly innovative creative work. It has five offices in Canada, as well as an agency in New York and one in Amsterdam.

The TAXI leadership team will continue to drive the organization, with Lavoie retaining his role as chairman and Rob Guenette serving as TAXI’s CEO.  Lavoie will report to Peter Stringham, who is chairman and CEO of Young & Rubicam Brands and TAXI will become one of the Young & Rubicam Brands agencies.

“TAXI is a fantastic addition to our group. It will fit perfectly with the 30 companies at Young & Rubicam Brands that span the marketing communications spectrum offering another exciting dimension to create innovative integrated  solutions,” says Stringham. “We also believe that their strong client roster will benefit from the wide range of resources and talents at Young & Rubicam Brands.”

“TAXI is extremely proud of what we have accomplished as an independent over the past 18 years, including US expansion in 2004 and Europe in 2009,” says Lavoie. “The time is right for a partner as we continue to realize the potential of the TAXI brand around the world.”

“Our talks have focused heavily on sharing expertise and opportunities,” explained Guenette.  “For our clients, this represents access to a broad knowledge base and on-the-ground responsiveness,” he added.

Lavoie told CB at Cannes in 1992 why he called his fledgling agency TAXI. Said Lavoie at the time (or something similar as it was at the Martinez bar): “All you need is four people to start a successful agency: a great creative team, a good suit and a client – all of whom can fit in a taxi”.

He’s come a long way since then and has been a Cannes regular ever since. Founded in Montreal (1992), the agency’s offices include Toronto and TAXI 2 (1992, 2006), New York (2004), Calgary (2005), Vancouver (2007) and Amsterdam (2009). TAXI was named Canadian Agency of the Year by Marketing Magazine in 2001 and 2005, and Strategy Magazine’s Agency of the Year award in 2002, 2003, 2004, 2005 and 2008. TAXI New York in 2007 and 2008 won the O’Toole Award for Creative Excellence from the American Association of Advertising Agencies.