TAXI Transitions Brand Identity to ‘VML Canada’

VML today announces it will merge TAXI and Wunderman Thompson Canada to form VML Canada, effective immediately for TAXI’s Toronto and Vancouver locations. The move follows on the heels of a global merger between VMLY&R and Wunderman Thompson announced late last year. The esteemed TAXI brand will continue agency operations in the Montréal and New York markets and remain part of the wider VML network. This strategic move closely aligns the wider Canada market under unified operations and enhanced client solutions.

Rob Guénette will take the helm as chief executive officer of the newly formed agency. Rob previously served as CEO of TAXI North America for 16 years, and first joined the agency in 2004 as president. Vaishali Sarkar, previously with Wunderman Thompson Canada, will continue as president, VML Canada. VML Canada’s leadership team will also include Graham Lang, chief creative officer; Christine Maw, newly appointed chief strategy officer; Emma Toth, promoted to chief client officer; and Matt Shoom-Kirsch, chief operating officer. 

Under the newly appointed leadership team, the agency is primed for transformation and expansion. VML Canada’s footprint today services a robust book of clients including: The Coca-Cola Company, Rogers Communications, CircleK/Couche Tard, Colgate-Palmolive, OLG, Canada Life, HSBC, IKEA, and Microsoft.

“As VML we’re able to bring a powerful and simplified one-agency mix of creativity, deep data, marketing technology, and platform expertise to provide even more compelling solutions for our clients, and to fuel future growth. We pay tribute to TAXI's legacy while embracing the opportunities that lie ahead under the VML banner,” said Rob Guénette, newly announced as CEO of VML Canada. 

TAXI's illustrious history, marked by groundbreaking campaigns and industry accolades, has left an indelible mark on the advertising landscape. TAXI was launched in 1992 and remained independent until joining WPP in 2010, and later becoming a valued part of the VMLY&R network. Honoured as Agency of the Decade in 2010, TAXI has held a Top 3 showing in Strategy Magazine’s Agency of the Year 15 times. Over the years, the agency has produced iconic work for clients including Telus, Viagra, MINI, Canadian Tire, Covenant House, The Coca-Cola Company, and the Native Canadian Women’s Association. 

“By uniting TAXI under the VML umbrella, we are amplifying our collective strength and capabilities, solidifying our position as a global leader in creativity and innovation. This represents a pivotal moment of growth and evolution as we continue our pursuit of world-class creativity and business results across brand experience, commerce, and customer experience. VML Canada offers further simplicity as we extend the VML footprint across the North America market and enables clients across Canada to more easily access the services and resources of VML’s global network. I’m thrilled to see us take this next step forward with Rob leading the way,” said Jon Cook, global CEO of VML.