Taxi Founder Leaves the Agency World After 25 Years

By Erik Oster 

Co-founder Paul Lavoie is leaving Taxi at the end of the year.

Lavoie and partner Jane Hope founded Taxi in Montreal in 1992. WPP later acquired the agency in late 2010.

“TAXI has been much more than an agency. It has been home,” says Lavoie said in a statement. “Thank you to everyone who brought their passion and skill to TAXI over the years. I am grateful to the industry for the curious, interesting, and talented individuals I met, and the exciting creative challenges we solved together.”


At the beginning of the year Lavoie moved into a role as chairman emeritus, as Reid Miller was promoted to chief creative officer. Taxi also promoted Jeff MacEachern and Jordan Doucette to roles as co-CCOs of its Toronto headquarters at the time.

Lavoie is moving client-side with his new venture, Beau Lake, for which he serves as a co-founder and leads brand vision.

“I’m practicing what I preached about brand building for all these yearsm” Lavoie added. “But I’m also saying some things I thought I never would. Like make the logo bigger! To TAXI, to my good friend and astute CEO, Rob Guenette and the Y&R/WPP crew, I wish the very best.”

“On behalf of everyone at TAXI, a big thank you to Paul, and wishing him huge success with Beau Lake” Taxi CEO Rob Guenette said in a statement. “Personally, I can’t express enough the lasting contribution Paul has made to our business, and the industry. Watching my friend continue his creative journey is truly inspiring.”

Lavoie moved into a chairman emeritus role last year with the promotion of Reid Miller to chief creative officer.