Taxi lands ‘mammoth’ account in Calgary

Rocky Mountain is one of two new Taxi clients in Western Canada Rocky Mountain Dealerships has tapped Taxi‘s Calgary office to oversee a complete brand makeover and communicate its new corporate image to both customers and employees. Rocky Mountain, a large Calgary-based agricultural and construction equipment dealership, needed a new brand following the merger of […]

Rocky Mountain is one of two new Taxi clients in Western Canada

Rocky Mountain Dealerships has tapped Taxi‘s Calgary office to oversee a complete brand makeover and communicate its new corporate image to both customers and employees.

Rocky Mountain, a large Calgary-based agricultural and construction equipment dealership, needed a new brand following the merger of several smaller corporate entities. Taxi is the company’s first ever AOR.

“We had 37 branches in Western Canada operating under three separate names,” said Laird Munro, Rocky Mountain’s general manager of marketing. “We needed a brand that would leverage the power of those branches and the size and history of the company.”

Ben Tarr, business development manager for Taxi West, said the Rocky Mountain account is a “mammoth” win for the agency’s Calgary shop. “It is now our biggest piece of business there. We are starting from scratch and expect to roll out a brand campaign by mid-2012.” This will include an overhaul of the look and feel of the retail outlets, including point of sale materials and signage.

Munro said Taxi was chosen to steer the re-branding because his company is starting from scratch with its image. “There are lots of agencies who can re-work a brand, but when it comes to conceptualizing a new brand and making it visible in the marketplace, Taxi is head and shoulders above everybody else.”

Taxi’s branding expertise won them another account recently; its Vancouver office is developing a new brand strategy and positioning for local food manufacturer Golden Boy Foods.

The family-run company was acquired by Tricor Pacific Capital in 2007, explained Chris Zawada, senior designer for Taxi Vancouver, and “to create the new identity, we immersed ourselves in the business, hairnets and all, to understand the internal culture and determine how it had changed” after that acquisition.

The resulting brand rollout included a new logo, tagline, signage, vehicles and a packaging system.

Advertising Articles

Red Lion wins The Brain Project

Toronto agency gets a shot at driving research funding through Baycrest Health Sciences’ arts initiative

Cadbury brings joy back to the holidays

How the brand drives local relevance and trying to stay top of mind this December

Welcome to the sharing economy of advertising (column)

KBS Canada head Nick Dean reflects on agency talent and what's ahead for 2017

Marketel McCann rebrands, adds new president

Mylene Savoie takes the leadership position as the agency takes on a new name

The List: Leo Burnett breaks down borders

The agency expanded its assignments, leadership and influence beyond Toronto

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

DDB hires first North American CCO

Ari Weiss to lead 17 creative teams from across the continent

How we can close advertising’s biggest gap

AOL's David Shing on how companies can bring more empathy to advertising

Confirming speculation, Blammo and Extreme merge

Renamed as Arrivals + Departures, independents make a cultural match