Taxi
VML Canada (formerly Taxi) is a Toronto-based WPP-owned creative agency founded in 1992 that delivers culture-shaping advertising, brand marketing, and graphic-design campaigns for major Canadian brands across consumer goods, automotive, gaming, and nonprofit sectors.
- Company typePrivate
- Founded1992
- HeadquartersToronto, Canada
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Taxi does
VML Canada (formerly Taxi) is a Toronto-based creative agency founded in 1992, operating as part of WPP, one of the world's largest advertising holding companies. The agency delivers advertising, brand marketing, and graphic-design services to major brands in Canada, producing culture-shaping campaigns such as Coca-Cola Magic Duos, Volkswagen Buzzcodes and Sans Émission, OLG's UNFILTERED docuseries, EGALE Canada's Pride Unravelled and Hate Isn't History work, SC Johnson's Bugs Hate Raid, and One Drop Foundation's The Unfair Glass data visualization.
The agency's core offering is end-to-end creative campaign development built on cloud-based production and advanced digital asset management, supported by a leadership team led by CEO Alex Madison and President Emma Toth. Its technology posture emphasizes tools that enable social-first, data-driven, and long-form content formats in addition to conventional brand advertising.
Commercially, the agency operates a domestic, direct-engagement GTM model targeting enterprise clients across consumer goods, automotive, gaming/lottery, and the nonprofit/social-impact sector. Revenue is generated through project-based creative engagements with marquee brands, with client acquisition and resourcing partially supported by WPP's global network.
Taxi firmographics
Firmographics- Name
- Taxi
- Website
- https://agency.taxi
- Company type
- Private
- Founded year
- 1992
- Headcount range
- 251–500 employees
- Short description
- VML Canada (formerly Taxi) is a Toronto-based WPP-owned creative agency founded in 1992 that delivers culture-shaping advertising, brand marketing, and graphic-design campaigns for major Canadian brands across consumer goods, automotive, gaming, and nonprofit sectors.
- Ownership category
- akta.pro rank
Where Taxi is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Markets served
Taxi business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Distribution channels1 record
Marketing channels2 records
Taxi product offering
Product offeringCore offering
Taxi (operating as VML Canada) is a Toronto-based creative advertising agency that develops brand campaigns, cultural movement work, social-first campaigns, and docuseries content for major Canadian brands. The agency provides advertising, brand marketing, and graphic design services combining creativity with technology.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Campaign Creative Services
Companies that use Taxi
Customer profileNamed customers6 records
Segments1 record
Ideal customer profiles1 record
Taxi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Taxi partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights3 records
Taxi competitors and assessment
Company assessmentBroad incumbents
- Grey: Long-standing global creative network — broader incumbent comparable in scale and category scope, with overlap on CPG and automotive client work.
Direct peers
- Cossette: Major Canadian-headquartered creative and media agency, one of the closest direct local-market peers for Taxi/VML Canada on Canadian enterprise creative briefs.
- Juniper Park\TBWA: Toronto-based creative agency within the TBWA global network — direct Canadian-market peer competing for the same Toronto-based enterprise brand briefs.
- Saatchi & Saatchi: Global creative agency and Publicis sibling — comparable on culture-shaping brand campaigns and enterprise client roster.
- BBDO Worldwide: Large global creative network competing for the same major-brand account work (e.g., Coca-Cola challenger briefs), comparable in service mix and target client profile.
- Lg2: Quebec/Montreal-based independent creative agency with a strong Canadian roster — direct comparable on mid-sized Canadian creative agency positioning and culture-led brand work.
- Rethink: Independent Canadian creative agency with major-brand clients and culture-led campaigns — closely comparable on creative-attribution reputation in the Canadian market.
- Leo Burnett: Global creative agency known for culture-shaping, brand-building work — direct peer on iconic creative campaigns and creative-attribution-based business models.
- Ogilvy: Global creative advertising agency network and WPP sister brand — direct comparable on creative campaigns for enterprise brands including Coca-Cola, operating under the same holding-company umbrella.
- DDB Worldwide: Global creative network with comparable full-service offering for enterprise brands, including work for automotive clients — direct competitor on the same pitch lists.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Taxi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Taxi leadership team
Management profileNumber of profiles
Profiles2 records
Taxi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Taxi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Taxi
What does Taxi do?
Taxi (operating as VML Canada) is a Toronto-based creative advertising agency that develops brand campaigns, cultural movement work, social-first campaigns, and docuseries content for major Canadian brands. The agency provides advertising, brand marketing, and graphic design services combining creativity with technology.
When was Taxi founded?
Taxi was founded in 1992. It employs 251 to 500 people.
Where is Taxi based?
Taxi is headquartered in Toronto, Canada, in the North America region.
Who are Taxi's main competitors?
Grey is listed as a broad incumbent. Direct peers are Cossette, Juniper Park\TBWA, Saatchi & Saatchi, BBDO Worldwide, Lg2, Rethink, Leo Burnett, Ogilvy and DDB Worldwide.
Does Taxi have an API?
No public API is recorded for Taxi.