WPP bought Toronto-based network Taxi at the tail end of last year and since then there’s been no stopping the Canadians.
Taxi was rolled in with Young & Rubicam, then in the sloughs of despond in the US, and since then it’s gained a place on the VW European roster, won a big chunk of Revlon’s business (formerly handled in-house) and now won Kraft’s Mio, a water additive that Kraft claims is its biggest launch in years.
Even better, Mio moves from launch agency Mcgarrybowen which is winning just everything at the moment, including Sears and Burger King.
Kraft is playing fast and losose with its agencies at the moment, bringing in creative shops like Crispin Porter+Bogusky, Droga 5 and Interpublic’s Martin to rattle the cages of long-term agencies like DraftFCB (also owned by IPG).
Mcgarrybowen still has loads of Kraft brands, unless it throws a wobbly and tells Kraft where to get off.
Mio may turn out to be a big flop of course, are people really prepared to pay a premium price to add something to their tap water?
But for now it’s ‘take me to the Ritz driver’ for Taxi.