Taylor: Agency Business Report 2008

Taylor had 22 client partners in 2007, a significant decrease from 71 three years before.

Taylor had 22 client partners in 2007, a significant decrease from 71 three years before. However, it recorded more than twice as much revenue than it did in 2004 ($8.4 million). Taylor also partnered with Leader's Edge and Second Quadrant Solutions to implement a year-round professional development and training curriculum.

"Taylor continues to realize double-digit growth from the revenue standpoint, along with moving away from those clients who no longer meet Taylor's vision," says CEO Tony Signore. "That's something that doesn't usually go hand-in-hand; you don't continue to walk away from revenue that is not a good fit and continue to have growth like we've had. I think 2008 is more about traction and fully integrating all of the offices and practice areas." Principal: Tony Signore, CEO

Taylor has a total staff of 110, up 21 employees (24%), and reported 8% turnover. Taylor hired nine senior employees: Amie Wilkening, VP of program planning and development; Robert Ricci, VP of digital and emerging media; Catherine Reynolds, VP of consumer insights; VPs Allyne Mills and Mark Riggs; Ron Roecker, global VP of entertainment; Raul Garza, GM of Taylor PRimero; Michael Gross, SVP of finance; Mark Murata, SVP, HR. Murata later departed. Taylor also promoted a number of senior employees from within, including Bryan Harris, managing partner to COO and managing partner; Ryan Mucatel, VP to managing partner; Stacey Gomoljak, VP to SVP; Brett Jewkes and Frank Hernandez were promoted to EVP and Ted Fragulis to SVP.

Regional performance

All regions experienced growth. Taylor opened a Chicago office in September.

Practice areas

The firm has three core consumer practice areas: lifestyle, sports, and entertainment; and three emerging core competencies: multicultural, digital and emerging media, and consumer insights. The lifestyle arm experienced the most growth, while overall revenues for the sports practice showed the least growth. Lifestyle accounted for 45% of revenue, sports totaled 43%, and the entertainment practice totaled 12%.


Key wins included Kimberly Clark (Kleenex), Allstate, Novartis, ING, International Speedway Corp., and Bombardier Recreational Products. The firm also expanded accounts with Guinness and Johnnie Walker, and won the Gillette Champions account, supporting the company's sports-marketing platform. Taylor did not disclose lost accounts, but said it moved away from clients that did not align with the agency's vision, totalling annual revenue of more than $1 million. Half of its clients are on retainer, and others compensate the firm through project-related work.

Financial performance

Global revenues totaled $20.1 million, the majority of which ($19.5 million) was earned in the US. Global and US revenues rose 12%. US profit margin was 18%, while global profit margin was 17.5%.

Key facts
Ownership: Taylor Global
Subsidiary companies: Taylor PRimero
Offices: Four in the US; one in London

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