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My favorite award is solving a business problem.
"Doubt everything. It’s the most effective way to get to big new ideas."
Paul Lavoie's career is a testament to entrepreneurial spirit and creative rebellion. He began his journey as a designer then as an Art Director at JWT and Creative Director at Cossette, a major Canadian agency, but his ambition led him to co-found TAXI in Montreal in 1992 with partner Jane Hope. With 7 offices in North America and Europe, they created a new kind of agency: nimble, integrated, and built around the central creative mantra: Doubt the Conventional. Create the Exceptional. Paul has received multiple lifetime achievement awards for his body of work and contributions to the industry. His influence redefined the Canadian advertising landscape and proved that a design-led, integrated agency model could compete on the global stage. Paul has since launched his own brand beaulake.com which gives him a fresh client perspective on the industry.
How Paul Lavoie approaches creative challenges
Paul Lavoie’s creative approach is rooted in the philosophy of "Constructive Doubt." He believes that great ideas only emerge after you've rigorously questioned and discarded the obvious ones. His methodology involves deconstructing the brief to find the client's *real* business problem, not just their communication request. He champions radical simplicity, striving for ideas so clear they can be understood in seconds. His process is highly collaborative and integrated, erasing lines between design, advertising, media and strategy to ensure the core concept is executed flawlessly across every consumer touchpoint.
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