Mr. Berg, 44, was most recently a founder of Bulldog New York, a marketing company he helped launch in mid-2004, after leaving his post at Euro RSCG Worldwide New York, where he was president. Prior to running Euro's New York office, Mr. Berg was president of DDB Worldwide's New York office.
'Operationalize our vision'
"John's going to help operationalize our vision," said Paul LaVoie, Taxi's chairman and chief creative officer. Launched in Montreal in 1992, Taxi has offices in Toronto and Calgary as well as in the U.S. "The presidents of all of our offices are working presidents. He'll be involved both in management as well as building our clients' business." Taxi's New York clients include Amp'd Mobile and Rail Europe.
"Over the past several years I've become a convert to unconventional marketing thinking -- or at least doubting the conventional," Mr. Berg said. "When Paul and I met, we talked lot about Taxi's work and philosophy." For an example of creative that stands out to him, Mr. Berg pointed to Taxi's work for Pfizer's Viagra that runs in Canada. The humorous TV spots show adults in various settings -- an office cafeteria, a golf course -- recounting what the viewer must assume are their sexual exploits as a result of taking the pill. In each ad, the salient details are inaudible and the speaker's mouth is covered by a blue Viagra pill.
Mr. Berg came to the attention of Mr. LaVoie and Taxi co-founder Jane Hope through recruiter Liz Zea at Gilbert Taney Farlie in New York.
His July 10 arrival allows Mr. LaVoie, who had been acting president, to return to his roots as chief creative officer.