NEW YORK—Alan Taylor Communications is changing its name to Taylor and is opening new offices in Los Angeles and London, as well as adding a new Hispanic public relations capability.
Since a team of 10 principals acquired the firm from founder Alan Taylor in July of 2004, the firm—traditionally best known for its work in the sports marketing arena—has more than doubled its fee income by focusing on providing sports, entertainment and lifestyle public relations support to a portfolio of 22 brands including MasterCard, Microsoft, Diageo, Gillette, Allstate, Levi Strauss Signature, Alltel Wireless, DHL and Staples.
“The evolution of our corporate identity reflects a profound shift in our business philosophy and the holistic growth that ensued,” says Tony Signore, CEO and managing partner. “Our new mark is emblematic of the 100 dedicated professionals who remain steadfast in their approach to continually advance the strategic performance of Taylor.”
Taylor worked closely with SME Branding to develop the new brand position and corporate identity, which will serve as the foundation for a national business-to-business advertising campaign, developed in partnership with the Sloan Group.
In Los Angeles, Taylor is working for client partners such as Microsoft Xbox, Levi Strauss Signature, and Callaway. The L.A. team, led by agency principal, John Liporace, will handle entertainment and cultural campaigns, which accounted for 28 percent of the firm’s revenue in 2006. In addition, Taylor has partnered with Los Angeles-based Oralia Michel Marketing & Public Relations to engage Hispanic consumers nationwide through an alliance known as Taylor PRimero.
The London office will support and grow the agency’s international activities—which accounted for nearly 10 percent of its 2006 billings—and will help clients leverage global platforms such as, the Olympic Games, FIFA World Cup, UEFA European Championship and Formula One.