The essence of marketing communication today is...

Brand involvement: Consumers not only want to be engaged, they have the power and will to get involved whether you want them to or not. Agencies and Marketers can no longer imagine they are fully in control of a brand's reputation. The bloggers and tweeters are. Our role is to shepherd brands and brand reputations through the evolving media landscape. Whatever media options we use, they all contribute to the two-way brand dialogue that has trumped the one-way brand monologue of yesteryear. It is our business to speak for brands, and it is consumers' business to speak for their world.

What you really mustn't do anymore is...

Tell a joke and think you 're done: The most respected work is no longer a surprising story ending to a message. The use of a relevant media or technology application to deliver the message needs to be the surprise and delight.

This work I like because...

It delivers results and has a lot of fun along the way: UPLOADED WORK: Paladin Labs: Plan B TAXI Montreal launched a 'morning after' contraceptive by allowing women to digitally, as we labeled it, share their 'oops'. They could text messages to fill-in-the-blank on posters in bars, on campus and on billboards. Their text completed phrases like 'The he didn't pull out in time pill', and 'The not enough condoms for a foursome pill'. Phrases were culled on a website where thousands could vote on the best to be deployed. From there 28% clicked through to the corporate site PlanB.ca and spent up to five minutes learning about emergency contraception. The ultimate result: a 19% lift in sales.

The TAXI method is...

Doubt: We founded TAXI in order to rebel against the single answer, the commonly accepted wisdom and the confines of prescribed process. We call it: Doubt the conventional. Create the exceptional. Doubt helps us keep brands honest. When we question conventions, we reveal truths that help us make brands relevant to the people who buy them and the culture in which we live.

This resulted in work like this

Blue Shield of California: Uncovered Koodo Mobile: Brand Launch Dairy Farmers of Canada: Cheese Rolling Lotus Awards: LSX TELUS Mobility: Ron Ronn ... that is special because... (Please see the work)

An excellent agency is built on...

Shared Goals: The TAXI name describes our operating philosophy: a small team of experts should drive every piece of business - as many as can fit into a cab. The goal is that everyone, including the client, is headed in the same direction. Each TAXI is a nimble, autonomous leadership team that is both empowered and responsible for results. This approach fosters smart, seamless solutions focused on creating a holistic experience for consumers everywhere they see, hear, touch, and feel a brand. In the day to day it means that there is no question of who is in charge, no 'pass the baton' mentality, and no committees. Just the best people selected for the assignment heading towards a clear goal.

Clients you keep with...

Generosity: Generosity is something we embrace at TAXI in our client relationships, our partner relationships and in our people. In the broadest sense it means that we are committed to their success and will do what it takes to make it happen. It immediately creates an atmosphere of trust, open communication and collaboration that over time leads to loyalty from all sides.

With this brand: Canada ...

I'd really, really like to do something else: Branding a nation, a city or a district is no small feat. Amsterdam knows that fact well and engages in an impressive array of services and opportunities in its own project to put Amsterdam on the map for businesses. I have frequently spoken and written about Canada as a brand. I am interested in opening up a dialogue between business, government and educational institutions in support of a unified Canadian brand message. Canada has so many enviable traits but without a singular vision Canada's messaging can get confusing and diluted rather than contribute to a crisp clear promise. In this industry we know that without a clear promise a brand cannot attract support or investment and cannot grow. If you want to learn more go to: http://www.outsidethinkers.com/

If you are looking for an agency, in all honesty, I'm not afraid to say you should come to us because...

Our clients like working with us:

Domenic Vivolo, senior vice-president, marketing and sales, Astral Media

"TAXI is the type of agency that tells like it is. They don't sugar-coat anything. They speak passionately about their craft, which is refreshing to see. In a workable partnership, there has to be a happy marriage of minds and sensibilities."

Michael Downey, president, Molson Canada
"I love TAXI'S entrepreneurial spirit. Because of the agency's independence, they are not locked into producing quarterly results for shareholders. It's their business and they run it their way, not sacrificing their freedom or integrity."

Mike Unruch, general manager, consumer health, Pfizer Canada
"TAXI's greatest strengths are their incredible insights and their ability to empathize with consumers and get inside their heads."

Rick Seiffeddine, vice president, corporate and marketing communications, TELUS Mobility
"A special kind of vitality emanates when you walk into the TAXI office, you feel like you're in the presence of a glowing campfire. They all share a similar outlook and values about what makes good work. There's the smell of high standards in the air."

Daniel Cushing, director, executive learning advisor, executive MBA programs, Rotman School of Business, University of Toronto
"TAXI was genuinely interested in the uniqueness of our own challenges. They were very informal and conversational, taking the time to know us first. They said, "Let's leave creative alone for the moment and just think."