Principal: Tony Signore, CEO and managing partner
Offices: Austin, Charlotte, Chicago, Los Angeles, and New York
Taylor brought its Taylor Creative Studio service to the forefront of its agency offerings in 2015, with the group working on behalf of all the firm’s clients. The team’s activations accounted for $9.8 million in revenue last year, or 43% of the agency’s total. Overall, Taylor reported nearly $22.4 million in revenue for the full year, up 3% from the year prior, with digital and social representing 40% of the total.
Wins and losses
It added PVH (Phillips-Van Heusen) to its list of 15 primary clients, as well as work for Recreational Boat Holdings and FanDuel. It lost accounts for Starwood Hotels and Resorts Worldwide, Panera Bread, and 3M. The firm also won digital work for existing clients Diageo, Allstate, Procter & Gamble, and NASCAR, and all clients worked with its Taylor Digital service last year.
"Fifty-two percent of revenue comes from our top five client partners and that’s a strong ratio," says CEO Tony Signore. "For us, that’s stability."
Nearly three-quarters of the firm’s growth in 2015 was from existing clients, 12 were on retainer.
The agency remained independent despite several offers from global organizations that did not mesh with Signore’s vision for the firm.
"If Taylor is going to agree to an acquisition, it will be with a global organization that understands how a marcomms agency can directly compete with Bain’s and McKinsey’s marketing practices," he explains.
Among the firm’s 2015 campaigns was its digital push for Tide celebrating former quarterback Brett Favre’s return to Lambeau Field on Thanksgiving. The video earned 3 million views and 23,000 shares, as well as 11,000 retweets, making it the most-viewed branded content posted by an NFL team or player this season.
More than half of staffers are located in New York City, the rest in Charlotte, Los Angeles, Chicago, and Austin. Of its five offices, one is led by a woman — digital strategy VP Brianna Kauffman, who relocated to head the firm’s Los Angeles outpost. Six of the firm’s 13 C-level executives are women.
The agency added five staffers last year to reach 110. Former SVP of digital strategy Jackson Jeyanayagam moved to Chipotle, while Bates Grainger went to WME/IMG. Though the firm did not hire any senior-level staffers, it promoted Kauffman, and Dan Gadd was upped to director of digital strategy.
Consumer work continues to make up the lion’s share of client duties, followed by digital and social, and brand planning and creative. Groups showing the most growth were digital creative, brand planning, and measurement and analytics.