Einde voor Taxi Europe

Creatief directeur Job van Dijk kan alleen maar bevestigen dat het waar is, ondanks recent werk voor Knab, KPN, DE en ‘een project voor de Philips Wake-up Light dat later dit jaar gelanceerd zal worden’.

Verder doet hij er het zwijgen toe. Sterker nog, de beslissing om het bureau te sluiten was al eerder genomen. Blijkt.

Adformatie deed een Q&A per mail met de Canadees Steve Mykolyn, TAXI’s Chief Brand Officer. Om het staccato verhaal van de geïnterviewde ‘recht’ te doen, is besloten de Engelse antwoorden niet te vertalen.

When did you decide to shut down Taxi Europe, what was the tipping point?
‘The decision was taken in late February 2013. The decision was driven by the ongoing struggles of the European economy.’

What went wrong exactly, or not well enough? Taxi had a good / creative image in Amsterdam.
‘We had creative opportunities, but they weren’t substantial enough to build a business.’

Whas it a matter of mismanagement, or was Europe culturally too different?
‘Neither. If fact we maintained a strong local employee base (90% native Dutch).’

What are the implications for Taxi internationally?
‘None. We see ourselves building a presence back in Europe when the economic conditions are more suitable.’

Are you shutting down more offices?
‘No. Our North American business is strong.’

What will be the new strategy?
‘Our strategy hasn’t changed.’

Finally, did ‘mother’ WPP intervene?
‘No. We drove this decision based on what was right for Taxi as a network.’

Vervolgvragen werden niet meer beantwoord.