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February 2007 - Strategy Magazine
Creative report card

Top Agency: Taxi
The winning ride continues

by Natalia Williams with figures compiled by David Sp
page 49

Having lost strategy's Agency of the Year crown in November, which ended an enviable four-year reign, this honour may help fill the void. (A 14th place ranking in the 2006 Gunn Report - a first for a Canadian-founded agency - is likely helping as well.)

In our Canadian version of the Gunn, Taxi's inaugural first-place finish was buoyed by international wins for clients Mini Canada and Pfizer at Cannes and The One Show, which allowed the agency to finally snatch the title from nine-year champ DDB Canada.

In addition to the award show hauls, 2006 also saw the Montreal-based shop open more offices (Vancouver and Taxi 2, a second Toronto office), score new clients (Molson Canadian and Discount Car Rentals), and hire top talent (including John Berg from Bulldog NY as president of Taxi NY).

So what does '07 hold? "I'm looking forward to shaking things up a little," says VP/ECD Zak Mroueh. "Right now, we're developing our first music video for a band which is very cool. We'll also be doing the branding."

"It's going to be an exciting year," he adds. "With six offices, we are now officially a network, but not in the traditional sense. We get to control our own destiny."

THE RANKING

TAXI 380

DDB Canada 365

Rethink 340

Leo Burnett Canada 177

zig 127

BBDO Canada 84

john st. 62

TBWA 62

Lowe Roche Advertising 56

MacLaren McCann 43

Bos 40

Diesel 38

Target Marketing and Communications 37

Bensimon Byrne 35

JWT 35

Extreme Group 29

Ogilvy & Mather 29

Foote, Cone and Belding 28

Dentsu Canada 27

Publicis 27

Downtown Partners DDB 21

Cossette Communication (Cossette Atlantic) 18

Holmes and Lee 18

Arnold Worldwide 17

Saatch & Saatchi Advertising 16

ACLC 13

GJP Advertising 13

Trigger Communications & Design 12

Alfred 11

Wasserman & Partners Advertising 10

Y&R 10

Doug Agency 8

Rare Method 8

AMW 7

Due North Communications 7

Highwood Communications 7

Pirate Radio & Television 7

Astral Media 6

Grey Worldwide 6

lg2 6

LXB Communication Marketing 6

Ogilvy Canada 6

Round Table Advertising 5

Saint-Jacques Vallee Young & Rubicam 5

Attik 4

Discovery Channel Canada 4

Dory Advertising 4

Goodgoll Vendramin 4

Headspace Marketing 4

Jan Kelly Marketing 4

The Gem Group 4

WAX 4

Colour 3

Ogilvy 3

4stroke 2

Allard Johnson Communications 2

Calder Bateman Communications 2

Cinematics Studios 2

Jason Sweet Photo Ilustration 2

Marketel 2

orangetango 2

St. Joseph Media 2

The Brainstorm Group 2

AdFarm 1

Bristol 1

Brown Communications Group Inc 1

Hanger 10 Creative Group 1

Hot Tomali 1

Porkpie Hat 1

Urban Orange 1

Zero Gravity 1

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