Taxi prepares to launch Taxi II
Toronto-based Taxi will launch a new agency called Taxi II on Sept. 1. Lance Martin will move from Taxi to Taxi II to become its creative director. Jeremy Gayton will also move to the new firm as general manager. “Taxi II will protect and nurture our successful culture of independent thinkers who work collaboratively,” said Martin. “To achieve this mandate, we will retain optimal staffing levels of 150 or less in both agencies. This has been one of our mantra's since day one.” The new agency’s clients will include Mini, Coca-Cola brand Fresca and SIR, a company that operates restaurant chains such as Jack Astor’s in Canada. Taxi II will be located in Toronto and will report to Taxi president Rob Guenette.