NEW YORK: Taylor, formerly Alan Taylor Communications, has acquired a Hispanic marketing firm, opened two offices, and drastically cut its client list in a rebranding and refocusing effort.
The firm unveiled its new branding today, stating that its refocused mission is to only serve consumer category leaders in the sports, entertainment, and lifestyle spaces. Since 2004, it has cut about 50 of its previous clients, leaving it with 22, while increasing revenues from $8.4 million to nearly $18 million.
In the process, Taylor has acquired Oralia Michel Marketing and Public Relations and that agency's clients, such as Goya and Toyota.
Taylor's new Hispanic marketing practice will be named Taylor PRimero, led by co-GMs Oralia Michel and Raul Garza, who was previously SVP of special markets at MS&L.
It also has opened an LA office, led by principal John Liporace, to better handle West Coast clients and entertainment initiatives, and a London office, run by global manager Matt Manning, to aid its global work, which currently accounts for 8% of the company's business.
In addition, the company has started working with Allstate, for which it will provide sports outreach efforts, and has hired former Porter Novelli SVP of HR Mark Murata to serve in the same role at Taylor.
"We made a strong decision to concentrate on a select few clients," Taylor CEO Tony Signore told PRWeek.
The company's new tagline is "partners in moving brands forward. "This is how we will describe our true [client] partnership," he added.