Taylor Global: Agency Business Report 2014

Thanks to a 6.6% uptick in revenue last year, Taylor Global had the highest year-end total in its 30-year history.

Taylor CEO Tony Signore
Taylor CEO Tony Signore

Principal: Tony Signore, CEO
Ownership:
Independent
Offices:
US: 4; one in London
Revenue:
$21.1 million
Headcount:
Global 108; US 105

Thanks to a 6.6% uptick in revenue last year, Taylor Global had the highest year-end total in its 30-year history. The agency believes this success is validation of the firm’s decision a decade ago to adopt a business model that caps the number of clients at 15.

"We concentrate on a small group of category-leading consumer brands so we can have a very deep understanding of each client’s business," says CEO Tony Signore. "Each year, we make a decision as to which clients are still right for us."

At the end of 2013, Taylor ended partnerships with three companies. Signore declined to name the former clients, only saying "for reasons they believe is appropriate" strategy, advertising, PR, and other marketing disciplines had been segregated to different agencies.

"We are not built to work like that; we’re built to integrate," he says. "Our list is based on those who engage us to the fullest."

Those departures made room for the addition of General Mills, including work on the Cheerios brand, Starwood Hotels & Resorts, specifically Westin Hotels, and RJ Reynolds, for new product introductions. Existing clients Capital One, 3M, and Nestlé and also increased their mandates.

Taylor works on 37 brands in total for these 12 clients, which also include Procter & Gamble.

For the third consecutive year, Taylor’s strategic counsel division commanded more than 50% – or $10.8 million – of revenue. In this discipline, the firm’s recruiting efforts focused on attracting talent from management consultancies such as McKinsey & Co. and Bain & Co.

"We are looking to take our offering up another level by advancing our business-building capabilities," says Signore. "That is not to stay we won’t focus on enhancing marketing strategies, but more client partners want us to ladder up against their different business goals."

The firm also hopes to do more digital and social media, which accounted for 30% of revenue last year.

To help with staffing in both strategic counsel and digital/social, Mira Fein, former head of PR/talent management at KBS+, started as VP of HR early last year. Fein will also help with cultivate agency culture.

"We are striving towards a high level of success when it comes to work-life effectiveness," says Signore, also noting a commitment to professional development. As part of Taylor University, for instance, the firm’s year-round professional development program, 15 staff grants were awarded last year for continuing education.

Taylor will also remain focused on the US market, with an outpost in London to assist a small amount of European work for those 12 clients.

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