Initially they said it wasn't a PR disaster. Now, the social media agency behind the calamitous #yourtaxis campaign has been sacked.

Following days of backlash on social media -- first after asking people to share their taxi stories, then for a misguided Remembrance Day tweet -- the Victorian Taxi Association has axed the marketing firm responsible.

The company is reportedly Melbourne-based Ellis Jones, however the VTA has not yet confirmed this.

VTA CEO David Samuel released a statement on Thursday standing by the industry's efforts to encourage customers to share their taxi experiences.