TAXI DELIVERS KNOCKOUT PUNCH - Strategy

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Think Glocal. Make your brand have meaning in the minds of 330,000 English Montrealers who read The Gazette every week in its print and online editions. Source: NADbank ® 2007
67 November 2008 • volume 20, issue 4 25 CONTENTS 75 ON THE COVER Under the guise of a shot to support the 15 Below charity auction (see p. 98), we asked CEO Rob Guenette and ECD Steve Mykolyn of Agency of the Year winner Taxi to get into the ring. A simple shoot turned into a three-ring circus, complete with smoke machine, extras and wardrobe. And they got right into character, or perhaps Guenette was just shadow boxing to keep warm as Mykolyn, eyes glinting, shouted, “More blood!” The result was captured by photographer Angus Rowe MacPherson and his team of assistants, who doubled as members of the press. Cue Rocky theme song…. 4 6 10 14 25 67 75 96 98 EDITORIAL Tempus fugit, and how to deal UPFRONT Algoma U takes on the big boys, Energizer’s bunny challenges fans on Facebook and everybody thinks pink WHO Febreze brand builder Trevor Thrun walked off with P&G Canada’s top branding award – and we were there WHAT NEXT? Senscity makes your store smell good, but don’t expect your young employees to stick around AGENCY OF THE YEAR From 14 contenders on the shortlist to six winners and one champ: we present the top agencies in Canada B!G AWARDS From theatre production to portfolio makeover, these agencies stepped outside their comfort zone and profi ted B!Gtime MEDIA AGENCY OF THE YEAR The results of our fi rst-ever juried MAOY competition will have you Touche-ing the Edges of your Starcoms – er, seats FORUM Renegade CMOs Tony Chapman and Ken Wong brand Canada, while Will Novosedlik urges marketers to lose their lunch BACK PAGE Frank Palmer vs. Paul Lavoie in an Ultimate Fighting Championship deathmatch? Don’t worry, it’s for charity www.strategymag.com STRATEGY November 2008 3
Page 1: TAXI DELIVERS KNOCKOUT PUNCH + more
Page 5 and 6: in this issue custom publishing spo
Page 7 and 8: ENERGIZER HOPS ONTO FACEBOOK If you
Page 9 and 10: THE 2009 NABS SWIMSUIT CALENDAR IS
Page 11 and 12: This Canadian-driven campaign has b
Page 13 and 14: With minimalist copy that read: “
Page 15 and 16: Flip over the attached card for a s
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Page 20 and 21: custom publishing Minding content,
Page 22 and 23: custom publishing However, beyond a
Page 24 and 25: Cruel Intentions Lucky Numbers GET
Page 26 and 27: aoy gold TAXI KNOCKOUT Looking at T
Page 28 and 29: aoy TAXI • THE 15 15 BELOW PROJEC
Page 30 and 31: aoy gold TAXI • BOMBARDIER 30 Bom
Page 32 and 33: aoy gold TAXI • PALADIN LABS 32 S
Page 34 and 35: WE’LL NEVER FORGET WHAT JOHN ST.
Page 36 and 37: aoy silver DIET 7-UP • BBDO • P
Page 38 and 39: aoy silver On the list of charities
Page 40 and 41: LEXUS IS F. The IS F goes where Lex
Page 42 and 43: STIMULANT. Our new campaign for Sti
Page 44 and 45: To discuss how BBDO creativity can
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aoy process & scores THE PROCESS As
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aoy judges STRATEGIC PANEL Rob Assi
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aoy hall of fame 1990 Gold: McKim A
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TH!NK B!G B!GAWARDSB!GIDEASB!GIMPAC
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Ogilvy’s standing ovation Unileve
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Taxi’s mobile workout Koodo Mobil
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Juniper Park’s prescription Frito
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media aoy media director of the yea
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media aoy gold • Starcom MediaVes
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media aoy gold Johnnie Walker 82 Wh
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media aoy silver • Mediaedge:cia
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media aoy silver Sears Canada Molso
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media aoy bronze • PHD Blazing tr
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media aoy bronze Quebec Foundation
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media aoy judges Strategic panel Su
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Congratulations from your friends a
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the entrepreneur & the academic BY
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ack page. Taxi ECD Steve Mykolyn sp
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