Oct 23, 2021
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Front Page, Industry News

THE BRIEF: This holiday’s best sales and a must-have

By TO411Daily Columnist Linda Chandler

In a phone call to Paul Lavoie, Taxi’s chairman and co-founder, Lavoie told The Brief, “We’re the same TAXI with a bigger engine.” Still, Lavoie, and Guenette, its CEO, now report to WPP’s Y&R Brands and its CEO Peter Stringham, a fellow Canadian. Even with the holiday spirit of glass of eggnog half full, it’s hard to imagine TAXI reporting to anyone!

“Speaking with Marketing just ahead of the official announcement, Lavoie said he’d been looking at multinationals and other potential owners since early 2010 after years of turning down offers from those same parties, trying to keep Taxi “fiercely independent.”

What changed? Lavoie said it came down to resources to continue Taxi’s plans of global expansions.

“We wanted to continue our growth, because there’s a huge appetite for Taxi and people are asking us if they can open a Taxi in different parts of the world,” he said. “We don’t have the depth of resources to do that [independently].”

And given the competitive landscape of late, Lavoie said, Taxi has been working in partnerships with other agencies more frequently. Because Taxi did not want to dilute its core competencies (“We’re not opening a CRM shop”), he saw benefit in collaborating with Y&R Brands’ agencies.'”*

In the spirit of Christmas, The Brief thought it would be merry to read about Juniper Park, a Canadian shop that could be the star on top of our tree one day.

The Brief speaks with Barry Quinn, Founding Partner and ECD of Juniper Park.

The Brief: In 3 1/2 years, you went from a staff of five to seventy-five, outgrew 3 office spaces and were included in Marketing Magazine’s Top 10 agencies last year! 

What makes Juniper Park such a great shop?

Quinn: What makes us great? You have to always ask yourself that question if you want to stay great! 

The magic bullet is going to be constant innovation.

The future of this industry is one of massive dichotomy.

We’re in an industry of contrasts and contradictions…

… more local and yet more international. Both sides of every issue are happening at the same time. 

Brands are facing the most hyper-competitive market anyone has ever seen. The market is full of brands with good products. But that’s not enough to be a leader in today’s market. 

This is why clients are looking for agencies that are able to go beyond just creating a great campaign. They are looking for partners that can tap into the most compelling part of the brand and use that insight to make them a better more compelling brand at every level, not just messaging.

The Brief: Juniper Park grew so fast. What qualities are you looking for as you continue to grow your staff?

Quinn: We hire across a broad range of talent. Everybody’s involved. There’s the challenge to make sure about alchemy – to make one another better … to produce more because we’re together than we would with anybody else. Finding the right magic.

We have all the normal staff…but we also have people who work client side. Strategists have to be creative — creative have to be strategic. 

The Brief: High functioning, well-educated people make work life so much richer. Braver too.

Quinn: One of the things that separates Juniper Park is that we have transformational ideas because we dare to ask questions that other people won’t ask. And you need to be informed to ask.

The Brief: Or, the earth would still be flat!

Quinn: The product is central to all of this.

Juniper Park works with people who make great products.

Juniper Park was a must have agency for many clients in 2010. Early in the year it was named AOR for the U.S. account, Quaker Oatmeal. It ran a TV spot which tells viewers to “Wake up and be amazing”. Something The Brief thinks must be the mindset going to work at The Park.

As an early Christmas gift, Marketing has released the shortlist for its “Agency of the Year” honour. Innovation, business success and strong creative work are all considered when evaluating agency performance, and 13 agencies made the list. Juniper Park is amongst them.

This year Juniper Park decked their halls with four Cassies gold awards, six silver Effies, five Clios and four Marketing Awards - as well as the Cassie Grand Prix for its SunChips work. Watch why they won by clicking here. (The actual carving of this billboard which illustrates the extra effort of making ‘Kettle Cooked Chips’ took 10 days.

Happy Holidays Juniper Park. Stay priceless.


Sources for The Brief:

MDC acquires Capital C & Kenna: Financial Post
WPP acquires TAXI
Visit The Park
Juniper Park Cassie case for SunChips
View the Sun Chips spots

—–

Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter

Leave a Reply

Your email address will not be published. Required fields are marked *

Front Page, Industry News

THE BRIEF: This holiday’s best sales and a must-have

By TO411Daily Columnist Linda Chandler

In a phone call to Paul Lavoie, Taxi’s chairman and co-founder, Lavoie told The Brief, “We’re the same TAXI with a bigger engine.” Still, Lavoie, and Guenette, its CEO, now report to WPP’s Y&R Brands and its CEO Peter Stringham, a fellow Canadian. Even with the holiday spirit of glass of eggnog half full, it’s hard to imagine TAXI reporting to anyone!

“Speaking with Marketing just ahead of the official announcement, Lavoie said he’d been looking at multinationals and other potential owners since early 2010 after years of turning down offers from those same parties, trying to keep Taxi “fiercely independent.”

What changed? Lavoie said it came down to resources to continue Taxi’s plans of global expansions.

“We wanted to continue our growth, because there’s a huge appetite for Taxi and people are asking us if they can open a Taxi in different parts of the world,” he said. “We don’t have the depth of resources to do that [independently].”

And given the competitive landscape of late, Lavoie said, Taxi has been working in partnerships with other agencies more frequently. Because Taxi did not want to dilute its core competencies (“We’re not opening a CRM shop”), he saw benefit in collaborating with Y&R Brands’ agencies.'”*

In the spirit of Christmas, The Brief thought it would be merry to read about Juniper Park, a Canadian shop that could be the star on top of our tree one day.

The Brief speaks with Barry Quinn, Founding Partner and ECD of Juniper Park.

The Brief: In 3 1/2 years, you went from a staff of five to seventy-five, outgrew 3 office spaces and were included in Marketing Magazine’s Top 10 agencies last year! 

What makes Juniper Park such a great shop?

Quinn: What makes us great? You have to always ask yourself that question if you want to stay great! 

The magic bullet is going to be constant innovation.

The future of this industry is one of massive dichotomy.

We’re in an industry of contrasts and contradictions…

… more local and yet more international. Both sides of every issue are happening at the same time. 

Brands are facing the most hyper-competitive market anyone has ever seen. The market is full of brands with good products. But that’s not enough to be a leader in today’s market. 

This is why clients are looking for agencies that are able to go beyond just creating a great campaign. They are looking for partners that can tap into the most compelling part of the brand and use that insight to make them a better more compelling brand at every level, not just messaging.

The Brief: Juniper Park grew so fast. What qualities are you looking for as you continue to grow your staff?

Quinn: We hire across a broad range of talent. Everybody’s involved. There’s the challenge to make sure about alchemy – to make one another better … to produce more because we’re together than we would with anybody else. Finding the right magic.

We have all the normal staff…but we also have people who work client side. Strategists have to be creative — creative have to be strategic. 

The Brief: High functioning, well-educated people make work life so much richer. Braver too.

Quinn: One of the things that separates Juniper Park is that we have transformational ideas because we dare to ask questions that other people won’t ask. And you need to be informed to ask.

The Brief: Or, the earth would still be flat!

Quinn: The product is central to all of this.

Juniper Park works with people who make great products.

Juniper Park was a must have agency for many clients in 2010. Early in the year it was named AOR for the U.S. account, Quaker Oatmeal. It ran a TV spot which tells viewers to “Wake up and be amazing”. Something The Brief thinks must be the mindset going to work at The Park.

As an early Christmas gift, Marketing has released the shortlist for its “Agency of the Year” honour. Innovation, business success and strong creative work are all considered when evaluating agency performance, and 13 agencies made the list. Juniper Park is amongst them.

This year Juniper Park decked their halls with four Cassies gold awards, six silver Effies, five Clios and four Marketing Awards - as well as the Cassie Grand Prix for its SunChips work. Watch why they won by clicking here. (The actual carving of this billboard which illustrates the extra effort of making ‘Kettle Cooked Chips’ took 10 days.

Happy Holidays Juniper Park. Stay priceless.


Sources for The Brief:

MDC acquires Capital C & Kenna: Financial Post
WPP acquires TAXI
Visit The Park
Juniper Park Cassie case for SunChips
View the Sun Chips spots

—–

Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter

Leave a Reply

Your email address will not be published. Required fields are marked *

Front Page, Industry News

THE BRIEF: This holiday’s best sales and a must-have

By TO411Daily Columnist Linda Chandler

In a phone call to Paul Lavoie, Taxi’s chairman and co-founder, Lavoie told The Brief, “We’re the same TAXI with a bigger engine.” Still, Lavoie, and Guenette, its CEO, now report to WPP’s Y&R Brands and its CEO Peter Stringham, a fellow Canadian. Even with the holiday spirit of glass of eggnog half full, it’s hard to imagine TAXI reporting to anyone!

“Speaking with Marketing just ahead of the official announcement, Lavoie said he’d been looking at multinationals and other potential owners since early 2010 after years of turning down offers from those same parties, trying to keep Taxi “fiercely independent.”

What changed? Lavoie said it came down to resources to continue Taxi’s plans of global expansions.

“We wanted to continue our growth, because there’s a huge appetite for Taxi and people are asking us if they can open a Taxi in different parts of the world,” he said. “We don’t have the depth of resources to do that [independently].”

And given the competitive landscape of late, Lavoie said, Taxi has been working in partnerships with other agencies more frequently. Because Taxi did not want to dilute its core competencies (“We’re not opening a CRM shop”), he saw benefit in collaborating with Y&R Brands’ agencies.'”*

In the spirit of Christmas, The Brief thought it would be merry to read about Juniper Park, a Canadian shop that could be the star on top of our tree one day.

The Brief speaks with Barry Quinn, Founding Partner and ECD of Juniper Park.

The Brief: In 3 1/2 years, you went from a staff of five to seventy-five, outgrew 3 office spaces and were included in Marketing Magazine’s Top 10 agencies last year! 

What makes Juniper Park such a great shop?

Quinn: What makes us great? You have to always ask yourself that question if you want to stay great! 

The magic bullet is going to be constant innovation.

The future of this industry is one of massive dichotomy.

We’re in an industry of contrasts and contradictions…

… more local and yet more international. Both sides of every issue are happening at the same time. 

Brands are facing the most hyper-competitive market anyone has ever seen. The market is full of brands with good products. But that’s not enough to be a leader in today’s market. 

This is why clients are looking for agencies that are able to go beyond just creating a great campaign. They are looking for partners that can tap into the most compelling part of the brand and use that insight to make them a better more compelling brand at every level, not just messaging.

The Brief: Juniper Park grew so fast. What qualities are you looking for as you continue to grow your staff?

Quinn: We hire across a broad range of talent. Everybody’s involved. There’s the challenge to make sure about alchemy – to make one another better … to produce more because we’re together than we would with anybody else. Finding the right magic.

We have all the normal staff…but we also have people who work client side. Strategists have to be creative — creative have to be strategic. 

The Brief: High functioning, well-educated people make work life so much richer. Braver too.

Quinn: One of the things that separates Juniper Park is that we have transformational ideas because we dare to ask questions that other people won’t ask. And you need to be informed to ask.

The Brief: Or, the earth would still be flat!

Quinn: The product is central to all of this.

Juniper Park works with people who make great products.

Juniper Park was a must have agency for many clients in 2010. Early in the year it was named AOR for the U.S. account, Quaker Oatmeal. It ran a TV spot which tells viewers to “Wake up and be amazing”. Something The Brief thinks must be the mindset going to work at The Park.

As an early Christmas gift, Marketing has released the shortlist for its “Agency of the Year” honour. Innovation, business success and strong creative work are all considered when evaluating agency performance, and 13 agencies made the list. Juniper Park is amongst them.

This year Juniper Park decked their halls with four Cassies gold awards, six silver Effies, five Clios and four Marketing Awards - as well as the Cassie Grand Prix for its SunChips work. Watch why they won by clicking here. (The actual carving of this billboard which illustrates the extra effort of making ‘Kettle Cooked Chips’ took 10 days.

Happy Holidays Juniper Park. Stay priceless.


Sources for The Brief:

MDC acquires Capital C & Kenna: Financial Post
WPP acquires TAXI
Visit The Park
Juniper Park Cassie case for SunChips
View the Sun Chips spots

—–

Comment to Linda at this address: thebrief@to411.com.
LinkedIn // Facebook // Twitter

Leave a Reply

Your email address will not be published. Required fields are marked *

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