Before Taylor chief executive Tony Signore led a management buyout in 2004, the sports marketing firm was an old-fashioned publicity shop with a roster of 70 clients and a spot just outside the top 50 PR agencies in the United States. Today, Taylor provides brand strategy and positioning advice to a select list of about 20 blue-chip companies and ranks among the 10 independent PR firms in the country.
By leading that transformation, which has seen Taylor become a strategic brand counselor to the majority of its clients and a pioneer in digital integration, Signore has earned one of our 2014 SABRE Awards for Outstanding Individual Achievement.
Signore joined Taylor in January 1989 and during his first decade focused on the development of global sponsorship campaigns, developing programs implemented on-site in more than 50 countries on every continent. In 2000, he focused on developing the firm’s business in the US, and in 2004 he was named chief executive officer and managing partner—making a commitment to a new vision and business model.
Over the next few years, Taylor parted ways with more than 60 clients who were not in alignment with the new vision, while developing deeper, more meaningful relationships with iconic brands such as Allstate, Diageo, Procter & Gamble, Nestle-Purina, NASCAR, Capital One, 3M, Nike Jordan and Taco Bell.
“Tony is a true visionary which complements his natural business acumen and leadership abilities,” says Rick Gould, managing partner of financial consulting firm StevensGouldPincus. “For the last decade, I have watched Tony lead his partners and team to create breakthrough results and transform Taylor to the world class firm that it is today.”
Following a thorough analysis of the marketing practices at global consulting firms Bain and McKinsey, Signore formally introduced strategic brand planning to Taylor.
“Like most great leaders Tony has the ability to see what's around the corner and the potential ramifications on the business,” says Brett Jewkes, vice president and chief communications officer, NASCAR. “What makes him unique in my view is an uncommon resolve that drives him to a highly elevated level of preparation, focus and commitment. There is no one like him in that regard.”
In 2011, the measurable results of Signore’s steadfast commitment to lead true organizational change at Taylor, and the impact it has made on the industry, was further validated through the publication of a Harvard Case Study titled, “Transformation at Taylor.”
“I have had the excellent fortune of working with Tony Signore for 15 years,” says Chris Monteiro, group executive, worldwide communications, MasterCard. “Beyond his ability to set a compelling vision for his agency and the work they do, Tony brings an unparalleled conviction and commitment to achieving that vision. Tony is a truly inspirational leader.”
In 2013, as a direct result of Signore’s bold vision and unique business model, Taylor recorded its highest revenue in agency history, exceeding $21 million.