Huston in Hybrid Media-Creative Post at Taxi

NEW YORK Taxi here has hired Sam Huston in the new position of media creative director, a post intended to help unite the two disciplines early in the creative process.

Huston, 32, arrives from Carat in San Francisco, where he was account director on TiVo and Taxi client Ampd Mobile. In his new post, he is working as a liaison between Taxi’s creative team and the media companies with which the shop works, including Carat, OMD and Naked, Huston said. Huston also will be responsible for choosing media partners, “sort of a quality control,” said Paul Lavoie, chairman and CEO of Taxi.

“Times are changing. There is so much you should be thinking about at the early stages . . . We needed someone in-house,” Lavoie said. “And I gave him the creative title because we’ve got to stop this thinking that all the ideas are coming from one department. They’re coming from everywhere.”

Huston said he would be involved in creative brainstorming and might bring executives from the media partners into particular meetings as well.

“The communication between creative and media isn’t always as strong as it should be,” said Huston, who began this week. “There are times when [creatives] are knocking around an idea and there may be a mobile execution that they just haven’t thought of.”

Separately, Taxi has hired Wylie Curtis as new business manager, also a new post. Curtis joined from Amalgamated, where she held the titles of head of account management and group account director. She had also been an account director at Wieden + Kennedy and BBH, both in New York. Wylie replaces Ira Matathia, who held the managing director’s title and left in late December, said Lavoie.

David Geller, 31, also joined as an account manager, after working for five years on the Heineken and Amstel Light accounts at Lowe, D’Arcy Masius Benton & Bowles and Publicis.