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Just think of Taxi as the “portable” agency brand.
That’s how WPP Group views the shop, and it hopes to expand the brand into new markets following its acquisition today of the creatively driven shop that’s grown to become a significant player in Canada.
Headquartered in Toronto, Taxi becomes a unit of Young & Rubicam Brands. It was founded in 1992 in Montreal by Paul Lavoie and currently employs 350 people. Additional offices include New York, Calgary, Vancouver and Amsterdam, the Netherlands.
Taxi will stand alone within the group and won’t be combined with other units, according to Y&R Brands CEO Peter Stringham, to whom Lavoie will report.