Taylor: Agency Business Report 2013

Taylor has a vision - one it sticks to steadfastly. Several years ago, the firm slashed its client roster from 70 to 15 to ensure remaining accounts got the best service possible.

Principals: Tony Signore, CEO and managing partner; Bryan Harris, COO and managing partner (pictured)
Ownership: Independent
Offices: New York; Los Angeles; Chicago; Charlotte; and London
Revenue: $19.8 million
Headcount: 95

Taylor has a vision – one it sticks to steadfastly. Several years ago, the firm slashed its client roster from 70 to 15 to ensure remaining accounts got the best service possible.

While in 2011 that meant nearly flat revenue, the agency did see a 3.7% increase last year despite cutting ties with global pharma giant Novartis. The relationship had devolved into one centered on media relations. The firm now prefers to focus on clients that allow it to provide counsel on the entire communications strategy, including digital, marketing, and advertising.

Severing ties with a client “is never a last-minute decision,” explains Taylor's COO and managing partner Bryan Harris, who adds that the conversations usually take place over several months. “They have an understanding of what our goals are and how we grow,” Harris adds. “When the relationship isn't the right fit, we part ways.”

Moving forward
This year, Taylor won new work with Nike, Kraft, and 3M. For the former, the firm is promoting the Jordan brand shoes. Nike re-released the Air Jordan 7, the Olympic version of its flagship sneaker, for the 2012 Summer Games. For Kraft, Taylor's work focuses on the Cracker Barrel cheese brand. At the start of 2013, the company entered into a legal battle with Cracker Barrel Old Country Store over the restaurant chain's plans to use the Cracker Barrel name on packaged ham, bacon, and other foods in grocery stores.

Taylor's work with 3M involves developing a global digital and social media strategy, as well as supporting the company's branded NASCAR racing program. The firm also experienced organic growth with Allstate and Nestlé.

On the staffing front, key hires included Phillip Sontag and Edwin Endlich as EVP and VP of digital creative strategy, respectively. They replaced Roman Garcia, VP, digital, and Bryan Wheeler, creative director, who both departed the firm.

In 2012, the agency placed heavy emphasis on making sure all employees received increased training on digital strategies.

“Having an understanding of digital is critical,” says Harris. “For true cohesion, you can't just have the digital group familiar with the tactics. People in all account areas must have insight as well. Digital represents the future of the industry.”

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