TAXI adventure
When considering Amsterdam as the European base of TAXI, the advertising agency he co-founded, Paul Lavoie noticed the city logo with its three X-es. He learned that they represented the city’s traditional core values: courage, tenacity and generosity.
“Those are the same core values that we at TAXI have always believed in,” he says. “I suddenly understood why Amsterdam felt like such a natural fit. It was a sense of recognition.”
Beyond credentials
Lavoie started the agency with Jane Hope in Montreal in 1992. The name was chosen because it favours small teams, “as many people as can fit in a taxi.” But while it was named Agency of the Year in Canada for the 7th time last year, TAXI needs its foothold in the European market.
“To continue growing our business we need to be able to serve clients needs on a global scale,” explains Vice Chair Jane Hope. “Europe has always been a step ahead when it comes to developing the digital networks of the future, and we expect to see many future applications in the area of digital communication and marketing take off here first.”
In searching for a European base, London’s credentials were impeccable, says Lavoie. But, “Amsterdam has a universal appeal above and beyond credentials.” In addition, the local tax climate was appealing, as was the human scale of creative entrepreneurship and the accommodating nature of local government.
“I did have the feeling that we got special treatment,” says Lavoie. “We were invited to a reception with the mayor, and were guests of honour at a meeting of the most important representatives of the various media sectors. “
Apt acquisition
“We’ve always opted for a home grown scenario, setting up a new branch from scratch and populating it with TAXI alumni,” he adds. “In the case of Amsterdam, something different happened. We were introduced to the young owner-directors of Amsterdam-based Ottonico, a fledgling cross-media agency.” It proved to be the perfect match.
With the acquisition of Ottonico, TAXI now has a foothold into the continental European market. “We’re starting here with a 20-strong team and a substantial client base, including Heineken, KPN and ING,” says Lavoie. Together with Jane Hope, he will be making the TAXI brand presence felt at its new European head office.
“Our role is to guide and shape this operation,” he explains. “I’m also really looking forward to being in Amsterdam. I even have a brand new bike. I plan to divide my time between living here and in New York. Amsterdam manages to pull off a rare combination of rigour and charm, a kind of ying and yang of organised and organic, these are the perfect conditions for creativity to thrive.”
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