Taylor: Agency Business Report 2011

Current headcount is 100, which was up four from 2009. Staff turnover was 11%.

Principal: Tony Signore, CEO, managing partner
Ownership: Independent
Offices: 5: New York, Los Angeles, Chicago, Charlotte, and London

Staff
Current headcount is 100, which was up four from 2009. Staff turnover was 11%. Hires in 2010 included Christian Alfonsi as executive director of strategic planning; Michelle Leo and Eleanore Wells as senior brand planners; and Jackson Jeyanaygam as director of digital strategy.
 
COO Bryan Harris says the hires reflect the firm's desire to build a more strategic foundation and depth in brand planning.

Practice areas
The three core consumer practice areas are lifestyle, sports, and entertainment. Harris says Taylor's growth has continued to come from strategic counsel and digital. Since 2004, it has been working to evolve from a sports and media relations boutique firm.

Accounts
Key 2010 wins included Capital One, Taco Bell, and NASCAR. More than 50% of clients are a mix of retainer and project-related work.

Financial performance
Revenue totaled $19.3 million for 2010, up 1% over 2009. US profit margin in 2010 was 14.8%. Growth was top line and can be attributed in equal parts to organic and new business wins. Harris says the firm was expecting to be flat in 2010.
 
In 2011, he expects revenue to remain consistent as Taylor continues to build out its capabilities amid ongoing volatility in the consumer space due to economic conditions.

Analysis
In the past, most of the firm's revenue came from traditional media, says Harris. Now he says revenue is increasingly coming from strategic counsel. The agency is continuing to add diversification to its digital program, as this is also a key area for growth.
 
"The model was to sell in a digital component," adds Harris. "Now, there is a digital component driving every program."

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