{"id":1388,"date":"2015-05-21T11:07:46","date_gmt":"2015-05-21T15:07:46","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1388"},"modified":"2017-09-01T09:49:58","modified_gmt":"2017-09-01T13:49:58","slug":"qa-behind-the-wheel-with-taxis-paul-lavoie","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2015\/qa-behind-the-wheel-with-taxis-paul-lavoie\/","title":{"rendered":"Q&amp;A: Behind the wheel with Taxi\u2019s Paul Lavoie"},"content":{"rendered":"<figure id=\"attachment_15516\" aria-describedby=\"caption-attachment-15516\" style=\"width: 325px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15516      \" style=\"margin-right: 10px\" title=\"Paul Lavoie\" alt=\"Paul Lavoie\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2015\/05\/PaulLavoie11-682x1024.jpg\" width=\"175\" height=\"264\" \/><figcaption id=\"caption-attachment-15516\" class=\"wp-caption-text\">Paul Lavoie<\/figcaption><\/figure>\n<p><em>Creator. Designer. Entrepreneur. Flag-waver. Mentor. Pioneer. These words just begin to describe Paul Lavoie.\u00a0<\/em><em>Perhaps that\u2019s fitting for a man who has been doing business to the mantra \u201cDoubt the conventional\u201d throughout his more than 30-year advertising career. For Lavoie\u2019s many achievements, not least of which includes building Taxi \u2013 the agency he co-founded in 1992 with his partner Jane Hope \u2013 into a global powerhouse, Lavoie was recognized with the <a href=\"http:\/\/www.acaweb.ca\/en\/aca-gold-medal-award\/\">2015 ACA Gold Medal Award<\/a>. It\u2019s an award to honour an individual whose has had a measurable, distinctive impact on\u00a0<\/em><em>the practice of marketing\u00a0<\/em><em>communications in Canada. No doubt Lavoie fits the bill, and you get the feeling from this Q&amp;A that he\u2019s not planning to take his foot off the gas anytime soon.<\/em><!--more--><br \/>\n<\/br><br \/>\n<\/br><br \/>\n<strong>ACA: You have won \u201cachievement\u201d awards before, but given that the ACA represents client marketers, specifically, and is focused on driving ROI, does it hold special meaning for you?<\/strong><\/p>\n<p><strong>Lavoie:<\/strong> Driving ROI is everyone\u2019s focus \u2013 clients and agencies alike. The ACA has demonstrated through past recipients that the Gold Medal Award celebrates that, but more as well. If you look at <a href=\"http:\/\/www.acaweb.ca\/en\/aca-gold-medal-award\/\">those who have won<\/a>, you\u2019ll see achievements like building innovative enterprises and brands, a commitment to the future and health of marketing in Canada, and of course their individual careers that have influenced many. For me to be named among those change agents is the real honour.<\/p>\n<p><strong>ACA: What is your vision for your future?<\/strong><\/p>\n<p><strong>Lavoie:<\/strong> My job description describes it best: \u201cOpen Minds. Open Doors.\u201d<br \/>\nIt\u2019s about inspiring clients, collaborators, and the community \u2013 and it\u2019s about delivering opportunity.<\/p>\n<p><strong>ACA: What is your vision for Taxi? In today\u2019s climate, with clients examining every cost, what do you think is required from the modern agency?<\/strong><\/p>\n<p><strong>Lavoie:<\/strong> It\u2019s all in the mix: Increasing speed to market without compromising quality; meaningful senior management involvement while fostering new talent; bringing a rich storytelling tradition to a total grasp of the evolving content landscape. And, ultimately, it\u2019s about producing original and engaging work that delivers results. We launched TAXI in 1992 with that specific purpose in mind and we haven\u2019t stopped perfecting the mix.<\/p>\n<p><strong>ACA: Do you have any advice for marketers on the client side of the table?<\/strong><\/p>\n<p><strong>Lavoie:<\/strong> The best clients get their money\u2019s worth. There\u2019s only one way to do that: bring clarity and transparency to their business ambitions and an open mind to achieving them. It leaves room for the agency to feel valued \u2013 and to deliver value. It feels like magic but what it really is, is trust.<\/p>\n<p><strong>ACA: You recently resumed CCO duties at Taxi. Is it a different experience for you now than before? Do you benefit from your past experience?<\/strong><\/p>\n<p><strong>Lavoie:<\/strong> Let\u2019s face it, even as chairman, I never let TAXI\u2019s product out of my sight. Taking back the CCO reins just makes that clearer to everyone, and it allows me to work more closely with our extremely talented ECDs to create the conditions for their success, in whatever form that may take. It\u2019s also fun to work closer with my partner and TAXI CEO, Rob Guenette.<\/p>\n<p><strong>ACA: If you could go back and talk to yourself in 1992, what advice would today\u2019s Paul Lavoie have for Paul Lavoie then?<\/strong><\/p>\n<p><strong>Lavoie:<\/strong> Our credo at TAXI has always been \u201cDoubt the conventional. Create the exceptional.\u201d So we always think: What can we do better? At the beginning we questioned everything. We created a new agency model based on small teams dedicated to getting to solutions faster. We started bringing the best and brightest from different disciplines \u2013 beyond advertising alone \u2013 together to collaborate on holistic brand solutions. We risked successful careers to start TAXI during a recession. We made too many mistakes to list, fixed them, and then made some more. At times we joked that our credo should be \u201cDoubt the conventional. Create the F*** up!\u201d We\u2019re still having fun because everything keeps changing, so the truth is that change is the only thing I wouldn\u2019t change.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Creator. Designer. Entrepreneur. Flag-waver. Mentor. Pioneer. These words just begin to describe Paul Lavoie.\u00a0Perhaps that\u2019s fitting for a man who has been doing business to the mantra \u201cDoubt the conventional\u201d throughout his more than 30-year advertising career. For Lavoie\u2019s many achievements, not least of which includes building Taxi \u2013 the agency he co-founded in 1992 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[183],"tags":[57,111,58,418,419,420],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Q&amp;A: Behind the wheel with Taxi\u2019s Paul Lavoie | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2015\/qa-behind-the-wheel-with-taxis-paul-lavoie\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Q&amp;A: Behind the wheel with Taxi\u2019s Paul Lavoie | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"Creator. 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