VML is merging Taxi and Wunderman Thompson Canada to create VML Canada, with Rob Guénette (pictured) taking the helm as CEO.

Guénette previously served as CEO of Taxi North America for 16 years, after first joining the agency as president in 2004. Vaishali Sarkar, previously with Wunderman Thompson Canada, will continue as VML Canada president. Its leadership team will also include Graham Lang as chief creative officer; Christine Maw as the newly appointed chief strategy officer; Emma Toth promoted to chief client officer; and Matt Shoom-Kirsch as chief operating officer.

The VML Canada changeover, is effective immediately for Taxi’s Toronto and Vancouver locations, while the Taxi brand will continue agency operations in the Montréal and New York markets and remain part of the wider VML network.

The announcement follows on the heels of a global merger between Wunderman Thompson and VMLY&R late last year.

“As VML we’re able to bring a powerful and simplified one-agency mix of creativity, deep data, marketing technology, and platform expertise to provide even more compelling solutions for our clients, and to fuel future growth,” Guénette says. “We pay tribute to Taxi’s legacy while embracing the opportunities that lie ahead under the VML banner.”

Taxi was launched in 1992 and remained independent until joining WPP in 2010, and later becoming part of the VMLY&R network. Honoured as Agency of the Decade in 2010, Taxi has held a Top 3 showing in Strategy Magazine’s Agency of the Year 15 times. Over the years, the agency has produced work for Telus, Viagra, Canadian Tire, Covenant House and others. Earlier this year, St Louis Bar & Grill named Taxi its new AOR.

VML Canada’s client roster, meanwhile, includes Coca-Cola, Rogers, Circle K/Couche Tard, Colgate-Palmolive, OLG, Canada Life, HSBC, IKEA and Microsoft.

“By uniting Taxi under the VML umbrella, we are amplifying our collective strength and capabilities, solidifying our position as a global leader in creativity and innovation,” says Jon Cook, global CEO of VML. “This represents a pivotal moment of growth and evolution as we continue our pursuit of world-class creativity and business results across brand experience, commerce and customer experience.”