Before joining that little ad shop called Taxi in 2004, Rob Guenette had already earned a reputation as a marketing powerhouse, shaking things up client side by making fresh, engaging creative a top priority while at Unilever, where he stayed for 14 years working on brands such as Lipton and Chesebrough Ponds.

‘I’m sorry to say he seems to be one of a kind,’ said Nancy Vonk, CCO at Ogilvy & Mather Toronto back in August 2004 when strategy put Guenette on the cover of its first magazine issue. ‘I wish there were many thousands of Rob Guenettes. As a client he really got on board with the whole belief system that you’ve got to get noticed first and foremost. He really demanded a high calibre of work.’ In 1999, he was on to Molson where he became VP/global director, marketing before moving to the agency side, running now defunct Flavour. After Flavour came Taxi, and the rest, as they say, is history.

Palmer on Guenette:

Guenette’s Flavour

‘Rob really is one of the few people I know who has had practical experience client side prior to becoming president of an advertising agency. As a client, he demonstrated his ability to totally motivate our agencies’ staff to want to create the best work possible. During his stay at Flavour, Rob started to make his presence known as a real player in this field.’

The right stuff

‘Simply put, Rob is a self starter. He has the ability to see a bigger picture and the courage to act on making it happen. It’s called vision and leadership. He sets the course and pace and because of his commitment, he’s able to get his people to trust him because of his beliefs, values and business traits. He gains respect through his actions.’

How is he an icon in the making?

‘I have experienced Rob to be a tremendous catalyst. He makes things happen.’