Ad of the Day: MiO
Brand Marketing
The makeover of wild animals into twentysomething "Millanimals" in Taxi's first ad for Kraft's MiO Energy water flavoring is a bit off-putting at first. That's probably because the animated cheetah, [...]
Gevalia Leaves Draftfcb After All
Brand Marketing
Draftfcb's successful defense of Kraft Foods' Gevalia coffee was short-lived. Eight months after retaining the Gevalia creative business after a review, the Interpublic Group shop has lost the assignment to [...]
New York Life’s Search Excludes Incumbent
Brand Marketing
Taxi is not defending in New York Life’s review of its creative business. The New York shop has handled the account since 2007. Before Taxi, Berlin Cameron United was the [...]
Doubt, Rejection and Failure Aren’t All Bad
Brand Marketing
It’s ok to fail. In fact, Taxi’s Paul Lavoie encourages it. In a presentation on day four of Advertising Week, Lavoie preached experimentation and risk-taking. Also, rather than bemoan doubt [...]
Creating Sparks Instead of a Big Forest Fire
Brand Marketing
Agencies should think of branding as a series of brush fires rather than one big forest fire, according to The Martin Agency’s Danny Robinson.
Two WPP Shops Win Revlon’s Global Creative Account
Brand Marketing
Finally, some good news for Young & Rubicam. Revlon has hired the agency’s London office and sister shop Taxi in New York to handle the cosmetics company’s global creative business. [...]