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Rogers Fido Taxis

Taxi gets Fido on leash, wins AOR biz


By Doug Zanger, Americas Editor

March 2, 2016 | 2 min read

Toronto-based agency Taxi has become the agency of record for Canadian wireless brand Fido, taking it away from 20-year incumbent DentsuBos. The Rogers-owned company awarded the business after putting it into review in late 2015. DentsuBos pitched to retain the business.

“We are excited to announce Taxi as our new agency of record,” said Dale Hooper, chief brand officer, in a statement. “We were impressed by the agency’s track record of building strong Canadian brands, their regional and national expertise as well as their understanding of our brand and target audience.”

The agency will handle all of Fido’s advertising, including social and digital and has already begun to transition into the account.

“Fido is such an amazing Canadian brand, and culturally, such a spectacular fit for Taxi,” said Taxi CEO Rob Guenette, in the statement. “Chemistry is everything, and we were so in sync throughout the process. It was clear that we had similar creative sensibilities and shared values. They are passionate about the brand and so intensely committed to future growth and success.”

Though a blow to DentsuBos president and CEO Claude Carrier noted, “After holding the business for 20 years without a review, it is not surprising that at some point in time it becomes part of the overall best practices to make sure they have exactly what they need.”

Source: Marketing (Canada)

Rogers Fido Taxis

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