Following an agency review, Boston Pizza has awarded its advertising business to Taxi.
The 340-location restaurant chain initially met with five unnamed agencies, choosing Taxi for its “integrated approach and proven history of creative excellence," said Steve Silverstone, executive vice-president of marketing. “They have a strong expertise around retail [marketing]."
Taxi’s Toronto office will handle the account, with creative duties being led by Darren Clarke, executive creative director.
The account was previously held by Lowe Roche, which won the business in 2008.
“We saw good response to our work from Lowe Roche," Silverstone said. “This wasn’t a creative review. We were looking for an opportunity to take the brand to the next level."
Rob Guenette, Taxi CEO, called the review “comprehensive" and “compressed," confirming there was no creative element to the proceedings.
After a credentials presentation, the company conducted a working session with short-listed agencies.
“It was three hours with real, live business issues to get a flavour of the team chemistry," Guenette said. “They also wanted to interview the people who would be working on the business individually… It was all about the fit–our culture and appetite for the business."
Taxi officially takes over the account on Mar. 14.
Neither media or French-language ad duties were included in the review. Those assignments remain with PHD and Zip Communications, respectively.
