Lippe Taylor: Agency Business Report 2013

Lippe Taylor has always been about marketing to women. Even as the agency expands its work to new industries, the focus on engaging female consumers remains the same.

Principal: Maureen Lippe, CEO
Ownership: Independent
Subsidiary agencies: ShopPR
Office: New York
Revenue: $10 million to $65 million
Headcount: 62

Lippe Taylor, which was founded in 1989, has always been about marketing to women. Even as the agency expands its work to new industries, the focus on engaging female consumers remains the same.

In 2012, Lippe Taylor began working with brands in the consumer technology and electronics space, with wins such as gaming company ZeptoLab and virtual try-on technologies business FaceCake. Its ShopPR unit brought on George Foreman Grills and Black & Decker home appliances. “Our sweet spot remains motivating women to buy,” says CEO Maureen Lippe, “but women are buying in every
category – from tools to tampons.” 

Some other wins last year included Keds, Elizabeth Arden, Genie Bra, Litter Genie, Built, Freeman Beauty, EngenderHealth, and Weleda. The firm also retained its work as corporate AOR for Ikea in 2012. It was initially hired in 2007.

Earlier this year, the agency won Energizer Personal Care's Playtex brand, working on feminine care and products for the company. For Keds, ShopPR was named global PR and social media AOR following an RFP. It worked with the brand on promoting its partnership with singer Taylor Swift.

Lippe Taylor resigned its David's Bridal account last October. The firm also lost its business with Wayfair.com.

In addition to going after more technology clients in 2013, Lippe says the firm will increase its focus on women's health and wellness and aesthetics since it already has experience in the category. Fashion will be an area of concentration for the agency following the hiring last February of Eric Kreller, former managing supervisor and group account director at Bromley Group, as the firm's first fashion and lifestyle VP. 

Continuing studies
The agency also plans on building out its SheSpeaks/Lippe Taylor Women's Buying Behavior Index, which it kicked off at the end of last year with a survey on social media and holiday shopping. Four more studies highlighting women's consumer trends are expected to launch in 2013.

The firm will also expand Lippe Taylor University, an internal training program that leverages insights from both senior team members and outside sources.

Lippe said 2012 was the agency's best year ever and she sees 2013 as being even better since the firm is “off to a roaring start.” 

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