Wireless communications company Clearnet of Pickering, Ont. is readying for the launch of its first wireless network this summer with the help of its new ad agency, Taxi.

Rick Seiffedine, Clearnet’s director of advertising and communications, says Taxi was chosen after an exhaustive review of 22 big and small agencies.

‘We felt with Taxi as our primary partner on the communications side that we’ve got a company just like us, a bunch of smart people and a bit of an underdog.

‘They come to the table with a blank yellow pad unencumbered by traditional approaches.’

Taxi’s work for Clearnet’s Enhanced Specialty Mobile Radio (esmr) network will be followed by preparation for the mass consumer launch of its Personal Communication Services (pcs) next year.

Clearnet was one of four Canadian companies to be awarded pcs licenses by Industry Canada late last year.

pcs will pit Clearnet against Microcell Telecommunications and the two cellular giants: Bell Mobility and Cantel.

Both Taxi’s Toronto and Montreal offices will be working on the business.

Seiffedine says the company will face intense competition in Quebec with the launch of pcs and Taxi will play a major part there.

He says Bell has a strong foothold in Quebec and it is also the backyard of Montreal-based Microcell.