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Taxi

Full company profile

uuid00082jp

Namestring
Taxi
Websiteurl
agency.taxi
Company typeenum
Private
Founded yearint
1992
Descriptiontext

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.

Short descriptiontext

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 categoryenum
Headcount rangeband
251–500
akta.pro rankint
HeadquartersToronto, Canada
HQ citystring
Toronto
HQ countrystring
Canada
HQ regionstring
North America
Markets served

Serves global market

Keyword5 values
advertising services, creative campaigns, brand marketing, graphic design, agency services
SIC code1 code
  • Services-Mailing, Reproduction, Commercial Art & Photography7330
Product category
Advertising Services
No data
Marketing channels2 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels1 record

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components4 values
Personnel, Operations, Marketing or Sales, Technology or R&D
GTM typeB2B
B2B
Offering typeServices
Services
Core offering1 text field

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
Functional benefit
Problem solved
Product and service1 record
1Brand Campaign Creative Services
CategoryAdvertising Services
Scale indicator1 record

Each record includes

Type, Value, Description, Source

Recent move5 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight3 records

Each record includes

Type, Description

Peers10 records
1Grey
TypeBroad incumbent
Description

Long-standing global creative network — broader incumbent comparable in scale and category scope, with overlap on CPG and automotive client work.

2Cossette
TypeDirect peer
Description

Major Canadian-headquartered creative and media agency, one of the closest direct local-market peers for Taxi/VML Canada on Canadian enterprise creative briefs.

3Juniper Park\TBWA
TypeDirect peer
Description

Toronto-based creative agency within the TBWA global network — direct Canadian-market peer competing for the same Toronto-based enterprise brand briefs.

4Saatchi & Saatchi
TypeDirect peer
Description

Global creative agency and Publicis sibling — comparable on culture-shaping brand campaigns and enterprise client roster.

5BBDO Worldwide
TypeDirect peer
Description

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.

6Lg2
TypeDirect peer
Description

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.

7Rethink
TypeDirect peer
Description

Independent Canadian creative agency with major-brand clients and culture-led campaigns — closely comparable on creative-attribution reputation in the Canadian market.

8Leo Burnett
TypeDirect peer
Description

Global creative agency known for culture-shaping, brand-building work — direct peer on iconic creative campaigns and creative-attribution-based business models.

9Ogilvy
TypeDirect peer
Description

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.

10DDB Worldwide
TypeDirect peer
Description

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

Each record includes

Headline, Details, Source

Weaknesses4 records

Each record includes

Headline, Details, Source

Competitive moat4 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights5 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Named customers6 records

Each record includes

Name, Industry, Type, Use case, Source, UUID

Segment1 record

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles2 records

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Taxi

Advertising Servicesagency.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.

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

Location

Headquarters

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 offering

Core 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 profile

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Taxi technology and API

Technology

Technology focussed No

API detail

Has API
No
API docs
API detail

Core technology

AI maturity

App detail

Taxi partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Taxi competitors and assessment

Company assessment

Broad 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 estimate

Revenue estimate

Valuation estimate

Taxi leadership team

Management profile

Number of profiles

Profiles2 records

Taxi funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Taxi M&A and investment

M&A and investment

M&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.

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