celebrating 30 years

Special Advertising Section Street & Smith’s SportsBusiness Journal March 17-23, 2014

TaylorStrategy.commarch 17-23, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 1A1A celebrating 30 years

YOUR GOOD WORK MAKES THE WORLD A better place.

Allstate congratulates our partner Taylor on 30 years of excellence.

© 2014 Allstate Insurance Co. 2A special advertising section ❘ street & smith’s sportsbusiness journal march 17-23, 2014 celebrating 30 years Signore’s Vision for Taylor: “Irreplaceable Value” Tony Signore joined Taylor in January and around the world.” 1989 and immediately became immersed Another key to Taylor’s success, accord- in a host of international initiatives, specifi- ing to Signore, was the agency’s deep cally the development and implementa- appreciation, understanding and respect tion of sports public relations campaigns on for cultural diversity, which played a vital behalf of brands such as MasterCard and role from the very beginning of his work Gillette. In fact, over a 12-year period overseas, right through today with Taylor’s through the 2002 FIFA World Cup in Japan global social influencer campaigns. “We and Korea — when Taylor represented four recognize the importance of conducting of FIFA’s 12 official global sponsors — in-depth consumer research to uncover all Signore had taken Taylor to worldwide rec- the cultural nuances of a specific demo- ognition through numerous award-winning graphic. In the late 80’s, for example, most programs he personally implemented on practitioners, including Taylor, viewed the the ground in 57 countries spanning every U.S. Hispanic market far too broadly and continent. there’s no question our campaign results “Twenty-five years ago, the public rela- back then fell short of the mark. But we tions discipline was viewed quite differently learned by having our people immersed in o gra ph y outside of the U.S. region,” said Signore, the t every major Hispanic market nationwide, native New Yorker who in 2004 was named and we quickly discerned the cultural differ- o v P ho Chief Executive Officer and Managing Part- ences and actionable insights that should ner at Taylor, which is celebrating its 30th be factored into our thought process. In our

anniversary. “In Western Europe, for exam- Mic h ael Hnat own way, being on the ground in those ple, the use of our discipline to leverage From Taylor’s NYC headquarters at the Empire State Building, Tony Signore reflects upon the global sports early years was the very best primary regional and global sports properties was public relations landscape he has helped shape over the past quarter century. research we could have ever done and we certainly more advanced than Latin Amer- have drawn from that experience. ica and Asia, but the U.S. market was more Signore added that “the depth of knowl- “I strongly believe this influenced Taylor’s mature and receptive to fully-integrated edge and relationships Taylor maintains with decision to make a steadfast commitment campaigns. In those days, I spent most of properties like NASCAR, FIFA, NFL and MLB is to brand planning, another area where Tay- my time in Europe and I didn’t recognize a a key reason why Taylor has been so suc- lor paved the way for the public relations shift toward more innovative work until the cessful in sports over the years.” discipline. When we began studying the mid-90’s. And in the Middle East and Africa, “We have been collaborating with all of impact of brand planning a decade ago from ’89 to ’96, I can guarantee you from the major sports properties for 30 years,” he and commenced with the infusion of con- first-hand experience on-site in Saudi Ara- continued. “Think about that: 30 years col- sumer insight specialists and brand plan- bia, Tunisia, Egypt, UAE and South Africa, laborating with a property like Major ners into the public relations culture, most that there were no other public relations League Baseball. That’s a long, winding PR firms were hesitant to make such a signif- agencies generating brand awareness road we’ve travelled together, complete icant investment.” through sports — we were the first.” with so many brand and consumer experi- By the end of the decade, given the Two decades ago, Taylor had one spe- ences around their jewel events. It has impact of its evolved strategic perfor- cific goal for its clients, many of which were placed us in a strong position to leverage mance, Taylor was named “Consumer brands like MasterCard, Gillette, adidas, the Signore presents the inaugural Smirnoff Cup to our client partners’ investments through the Agency of the Decade” by The Holmes U.S. Postal Service, Clairol and Evian, who the 1991 Champions of the Gold Coast Hispanic development of campaigns that truly reso- Group, one of the most influential news Soccer League in Miami. were playing in the domestic and global nate.” organizations covering the public relations sports space: to achieve awareness by select roster of just 15 category-leading Indeed, Taylor has helped to shape the discipline. amplifying the presence of their brand consumer brands. sports public relations landscape the past “When Paul Holmes came to our office through the available channels, namely To achieve this ambitious goal, Signore 30 years. From its birth in 1984, the agency four years ago to announce this honor, I’ll newspapers, radio and television. In the spent several years recruiting a host of spe- has been on the ground at every Summer never forget what he said to our team of ensuing decades, however, the winds of cialists from the leading advertising agen- and Winter Olympics since the Los Angeles 100 professionals who demonstrated a will- creative change began to blow with the cies, as well as global consulting firms like Games, and has worked alongside the ingness and commitment to change,” emergence of social media and mobile McKinsey and Booz Allen. Today, Taylor is a most innovative and influential brand mar- Signore recalled. “Holmes commented that technologies. Where creating brand aware- much more diversified group. The passion keters to create programs in support of two ‘Taylor looks a lot like the agency of the ness was once a top priority, the stakes and for sports is still ingrained in its DNA, but the dozen Super Bowls, World Series, Major future, operating as a true partner to pro- expectations were growing higher with experience and skill set of the agency’s pro- League Baseball All-Star Games, and U.S. vide strategic brand counsel to only a each opportunity. From the moment he fessionals range from public relations Open Tennis championships. The résumé select group of clients.’ and his partners took over the day-to-day account leads and consumer insight spe- also includes more than 15 Daytona 500’s “I guess that best sums up who we are operation of Taylor in 2004, Signore began cialists, to brand planners, business analysts and NBA All-Star Games. Additionally, there and what Taylor delivers today, versus what to re-tool the vision for the agency. and digital strategists, all combining to serve have been hundreds of other regional and we were able to accomplish 25-30 years “In the early 2000’s, our agency was not in the vital role of brand counselor to the global events, from the NHL to PGA Tour to ago.” prepared to measure the success of our PR company’s elite portfolio of client partners. Major League Soccer to pro beach volley- campaigns against the business building With its new game plan in motion, the ball to cricket and Formula One. objectives of our client partners. The strat- once-modest Taylor was now at the fore- And of course, there are those six con- egy and metrics were not in place,” Signore front of a creative transformation that would secutive FIFA World Cup Championships said. “We realized that to better understand lead the firm to partnerships with the world’s and numerous UEFA, CONMEBOL and CAF the brands and their respective target audi- leading consumer brands, including current soccer championships which took Signore ences, and in order to align more closely client partners Diageo, Procter & Gamble, and his colleagues around the globe, a with our client partners business goals, we Allstate, Capital One, NASCAR, Nestle, Kraft, time in his life which he cherishes, and needed to infuse the intellectual capital 3M, Starwood, General Mills, Nike and Taco which he credits as having lifted Taylor into from other marketing disciplines. Bell. The company now has a staff of 110 its current status as a preeminent brand “But this was a very challenging transfor- and has grown its New York base with counselor and public relations firm, in not mation process. To become a leader in the offices in Charlotte, Chicago and Los Ange- just sports, but the entertainment and con- industry, we had to create a higher value les. sumer lifestyle sectors as well. proposition for our client partners well “We have become strategic brand “To have a ringside seat and watch all beyond just media relations and sports counselors positioned to utilize our very of this unfold before my eyes, and to see expertise — because if that’s all you’re deep knowledge and understanding of the this global movement take place where bringing to the party, then you’re not deliv- consumer mindset — whether they’re foot- other public relations agencies have also ering ‘irreplaceable value.’ ” ball, baseball, soccer or NASCAR fans — found their way over the last decade, well, Taylor, which had up to 77 clients in and apply that to our campaign develop- I’d like to think that Taylor was the pioneer 2004, began to transition away from many ment,” Signore said. “Today, our sports pub- on the sports landscape,” Signore said. “We Following a successful campaign on behalf (more than 50 over a five-year period) that lic relations campaigns ladder up to brand have paved the way for agencies to not of MasterCard at the 1990 FIFA World Cup in did not meet the new vision that would and business-building objectives because only enter these challenging markets, but to Italy, Signore toured the Middle East and North shape its business for the next decade and increased awareness levels for the brands do so in a most innovative and creative Africa several times from 1990 to 1993 to share sponsorship best practices with the brand’s beyond: to serve as a strategic brand we’re representing does not even begin to manner through PR campaigns that holisti- regional communication teams. In 1993, in Cairo, counselor and public relations partner to a move the needle.” cally engage sports fans throughout the U.S. Signore was joined by the legendary Pele (center). march 17-23, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 3A A 30-Year Journey Around the Globe

1989 — "Greatest Moments in Baseball His- tory," the agency’s first major sports initiative with 1999 — The agency earns MasterCard; for more than a Silver Anvil Award for two decades, the agency launching the United supported MasterCard’s States Postal Service’s Leg- 2006 — First assignment 2012 — The 15th consec- diverse portfolio of sports endary Football Coaches with longtime client part- utive Olympiad of on-site assets, including MLB, FIFA, Stamps. ner, Allstate, supporting the sponsor activation for Tay- UEFA, NHL and PGA initia- brand’s NASCAR sponsor- lor as it supports P&G at its tives. ship. Today, Taylor lever- USA Family House at the ages the brand’s partner- London Games. 1989 — The agency 1996 — Multiple cam- ships with the NCAA as well begins its longstanding 1992 — Olympic paigns culminated on-site 2000 — Down under as the U.S. and Mexican support of the annual Games initiatives in Albert- in Atlanta at the Olympic at the Summer Olympics national soccer teams. 2008 — Taylor relo- 2010 — Agency supports March of Dimes Sports Lun- ville and Barcelona for cor- Games in support of Gen- in Sydney, Australia sup- cates its New York head- client partner P&G’s cheon in New York. The porate partners Clairol, eral Mills, French’s Mustard, porting adidas, AT&T, and quarters to the Empire “Thank You Mom” 1984 — The agency is event has raised more Nuprin, Evian, United States York International and the Texaco. State Building, “The campaign at Vancouver founded in New York City, than $12 million over the Postal Service, and Max- United States Postal Ser- World’s Most Famous Olympic Games, earning and immediately ramps years. well House. vice. 2001 — With the launch of 2002 — At the FIFA Office Building.” a SABRE Award in the up for its first major sports Microsoft Xbox gaming World Cup in Korea and prestigious sponsorship campaign. That summer 1990 — The first global 1992 — On-site in Sweden 1994 — Over a three- 1996 — On-site supporting 1999 — Support of the system, the agency is Japan, Taylor represents a 2008 — At the Beijing support category. in Los Angeles, Taylor is on sports initiative for the implementing Man-of-the- year period, in 22 markets MasterCard as South Africa MLB All-Century Team, retained to support the record four official spon- Olympic Games, Taylor the ground at the Olym- agency: MasterCard's Match and All-Star Team worldwide, Taylor lever- hosted the CAF African which featured the 100 introduction of sports- sors at a single FIFA World and USOC sponsor, 2010 — Began partnering 2012 — Retained by pics supporting official sponsorship of the FIFA programs during the UEFA aged MasterCard’s spon- Cup of Nations soccer greatest players of the related titles. For nearly a Cup: MasterCard, Gillette, Kleenex, premiere the with two leading sports Nike’s Jordan Brand as PR sponsor, Xerox. Over the World Cup in Italy, the first European Soccer Champi- sorship of FIFA World Cup championship, marking 20th century, on behalf of decade, Taylor was adidas and Yahoo! First documentary “Let it Out.” marketers: Taco Bell, sup- Agency of Record. Taylor next 30 years, Taylor would of six consecutive World onships; for the next 12 USA with a fully integrated the nation’s first ever MasterCard; highlighted behind some of the most agency to launch live Produced by Taylor, the porting the brand’s BCS, helped the brand drive be the only public relations Cups that Taylor would years, Taylor would support campaign that would earn appearance after a by major activations at the innovative and successful podcasting throughout a 2006 — In Torino, Italy, film would earn Silver Anvil NBA and MLB sponsorships, awareness and sales agency to be on-site at support on behalf of Mas- official UEFA sponsors at the agency its first PRSA decades long ban was All Star Game in Boston product launches utilizing World Cup tournament the agency provides on- and SABRE Awards for and Capital One, for the around the launch of the every Summer and Winter terCard, Gillette and other four EURO’s and UEFA Silver Anvil Award, the PR lifted with the end of apart- and the World Series in high-profile athletes across with a variety of global site support for AT&T, DHL excellence in public rela- launch of the Capital One commemorative, retro Air Olympic Games. corporate partners. Champions League Finals. industry’s highest honor. heid. Atlanta. multiple sports. football legends. and Panasonic. tions. Cup NCAA initiative. Jordan IX “Kilroy.” 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

1987 — The agency’s first 1993 — Inaugural project 1995 — The agency’s first 1999 — The Women's World 2004 — The agency’s new 2009 — The agency 2014 — From its home project with Heublein (now with Gillette in support of new media initiative pro- 1997 — Following its suc- Cup Organizing Committee Managing Partner group, launches its NASCAR Con- base, the agency supports Diageo, the world’s largest the first ever “Million-Dollar moting a sports content cessful imple mentation of retains the agency to gen- led by CEO Tony Signore, sumer Engagement Sur- activations around Super spirits and wines com- Sports Challenge” at the site, starwave.com, which pan-European programs erate national media cov- establishes a bold new vey, a proprietary annual Bowl XLVIII in New York for pany), to leverage a NCAA Final Four in New would later become ESPN. on-site in England at the erage during the build-up vision and business model study of fan insights P&G, Verizon, Diageo and national skiing program on Orleans. Over the next 20 com. The site was intro- 1996 European Soccer of what turned out to be a that would have Taylor around the sport. Lenovo. behalf of Smirnoff. Today, years, Taylor would support duced at the Final Four in Championship, Taylor is historic event in sports his- aligned exclusively with Taylor represents multiple more than 100 cam- Seattle and subsequently tory: the FIFA Women’s category leading con- retained by the British Gov- — Support of brands for Diageo via paigns as Gillette’s sports through a national media World Cup USA. 2001 sumer brands. ernment for three years to adidas at the U.S. Open sports, entertainment and agency of record. tour. generate global aware- in New York, one of several lifestyle initiatives. 1991 — In collabora- 2004 — On the ground ness for England’s 2006 brands (including JP — Introduced the tion with Smirnoff, the activation at the Athens 2006 2011 — A Harvard Uni- FIFA World Cup bid. Morgan Chase, IBM, and first FIFA Best Young Player agency developed its first Olympic Games with versity Case Study, “Trans- United Airlines) Taylor has Award on behalf of Gillette 1988 — First project with multi-cultural marketing sponsors Bank of America formation at Taylor,” is pub- supported at more than at the World Cup in Ger- longtime client partner communications cam- and adidas. lished. The case closely a dozen U.S. Opens. many. The agency was MasterCard supporting paign. The Smirnoff Cup analyzes the impact of the also on the ground repre- their sponsorship of the Soccer Championships agency’s strategic and senting MasterCard and Whitbread Around the supported semi-profes- financial performance Xbox. 2014 — At the Sochi World Yacht Race. sional Hispanic soccer prior to and following the 2010 — Named "Con- Olympic Games for Ralph leagues in Miami, New — At the Taylor management 1994 sumer Agency of the Lauren. It marked the 16th York, Chicago and Los Lillehammer Winter 2000 — The start of a 2007 — Taylor helps team’s bold decision in Decade" by the Holmes consecutive Summer and Angeles for the next three Games, the agency longtime partnership with launch the Gillette Cham- 2004 to lead organiza- Report, one of the PR Winter Games that Taylor years. supports corporate NASCAR, providing strate- pions program with a tional change. industry’s most trusted was on-site activating for sponsor York International. 1996 — The first of 16 gic media relations and global media event in media groups. Previously, corporate sponsors. 1991 — On behalf of NYC Marathon activations. counsel during a period of Dubai featuring three 2011 — Partnered with — Implemented the agency had been Bristol-Myers Squibb, the Beginning with Ronzoni, 1998 enormous growth for the iconic brand spokesper- NASCAR on the Next Gen- a multi-tiered campaign named “Strategic Agency agency developed and Taylor also supported the organization. sons: Tiger Woods, Roger eration Study, a landmark on five continents in sup- 2005 — In a strategic of the Year” and “U.S. activated a public rela- efforts of corporate part- Federer and Thierry Henry. strategic initiative identify- move to best service its Agency of the Year” by the tions strategy for one of ners JP Morgan Chase, Fila port of MasterCard and 2000 — For longtime cli- ing opportunities for growth growing roster of clients in Holmes Report. the decade’s most mem- and title sponsor ING. Gillette's sponsorship of the ent partner General Mills, and diversification across 2002 — Major Olympic the NASCAR space, Taylor orable ad campaigns, FIFA World Cup in France. Taylor helped launch the the industry. 1988 — Supported initiatives in Salt Lake City opens an office in Char- Nuprin’s “Nupe It” cam- first ever Wheaties box fea- Maxwell House’s Olympic for AT&T, General Mills, lotte, NC, its first full service paign with tennis great 1998 — The agency part- turing Muhammad Ali. It Spirit Award at the Winter General Motors, MSNBC, operation outside of New Jimmy Connors. ners with AT&T on the U.S. was one of dozens of Games in Calgary and the and U.S Ski and Snow- York. Today, the office is Olympic Family Program cereal box introductions Summer Games in Seoul. board Association. home to more than 30 at the Winter Games in supported by the agency. Nagano, Japan. employees.

4A special advertising section ❘ street & smith’s sportsbusiness journal march 17-23, 2014 march 17-23, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 5A celebrating 30 years The Strategic Transformation of Sports Public Relations Much has changed about the business of ‘trendspotters,’ with a deep, current under- sports, but there is one thing, on and off the standing of societal trends impacting con- field of play, that cannot be contested: sports To create demonstrable business impact for sumer behavior. To that end, Taylor has built remains, as always, one of our most powerful client partners from sports-related marketing activations, world-class consumer insight capabilities to passion points, igniting the deepest human provide client partners with bespoke con- emotions in ways few other experiences can. Taylor radically transformed its offering, talent mix sumer research and proprietary studies to This will ring true in 2014 on a scale that has and delivery model. support specific brand activations of leading rarely been witnessed. We’ve already experi- sports properties. Examples of the latter enced history with the first Super Bowl in the include Taylor’s 2013 survey of sports market- New York area and the recently completed ers that culled insights about brand activa- Sochi Olympic Games, the first Winter Olym- tion around Super Bowl XLVIII, and the agen- piad held on Russian soil. This summer, of cy’s “Consumer Engagement Survey: Social course, billions of hearts will beat to the Media and the Olympic Games,” which, in samba during the FIFA World Cup, hosted for the lead-up to the London 2012 Olympic the first time in more than 60 years by Brazil, Games, uncovered key trends like the emer- where the passion for soccer is second to gence of ‘social media butterflies’ (young, none. social-media savvy mothers). The most successful sports properties have long recognized the potential to engage fans on this emotional level as have Digital Navigators the more innovative brand marketers, who Sports media consumption patterns and tap into the passion of sports fans to create business models that had gone largely this same emotional connection between unchanged for decades have been swept their products and consumers through spon- away. Social media, especially on mobile sorship activations. devices, provides sports fans with their own But the once predictable discipline of global network, and consumers have been sports public relations is being revolutionized using this power in unprecedented ways to by new developments. Some, such as the express and share their passion for their explosive growth of social media and its favorite sports. Digital, social media and impact on fan engagement, are readily obvi- mobile technology are driving innovation in ous. Others, such as measuring the business brand sponsorship activations around major impact and ROI of sponsorship activations, Taylor’s unique capabilities in areas like strategic planning and digital consumer engagement helped its sports properties, offering marketers an array are most evident to professionals in the sports client partner NASCAR frame a vision for its future. of disruptive ways to engage with consum- industry. Taken together, these trends portend ers. While this may be new territory for some, a dramatic transformation sweeping across particular, Taylor embraced the full integra- integrated team of brand planners, business the true visionaries have been utilizing digital the sports landscape. So how can sports prop- tion of three new core roles not traditionally analysts, digital strategists, and creative navigators as their strategic partners and erties and brands that are deeply invested in a part of the remit for sports public relations: directors — to conduct a strategic assess- guides in leveraging the vast opportunities sports assets position themselves to be ‘win- 1) Strategic Brand Counselors; 2) Consumer ment of its entire industry. As NASCAR’s chief across this growing landscape. More than ners’ in this reconfigured landscape? Trendspotters; 3) Digital Navigators. marketing officer remarked: “Taylor helped five years ago, Taylor discovered that this “We’ve challenged ourselves to answer NASCAR frame a vision for its future in a way transformation required noteworthy invest- this question as it relates to our core expertise that only a best-in-class management con- ments in new and diverse talent and tech- in sports public relations and integrated mar- Strategic Counselors sulting firm could have matched.” It is quite nology to be at the forefront of digital keting communications built over the past Sports properties and sponsor brands remarkable that at a critical moment in its trends. More importantly, it drove a funda- three decades,” said Bryan Harris, COO and should be turning to their public relations history, a major sports enterprise turned to its mental shift in Taylor’s culture and mindset, Managing Partner of Taylor. “Our conclusion? partners for strategic counsel across the full public relations firm for this level of strategic placing digital at the center of its thinking. Most traditional public relations firms may not range of their business challenges. One counsel rather than a global management This is the most exciting time in history for be best positioned to help their clients com- example was Taylor’s groundbreaking strate- consultancy. sports public relations. The power of sports to pete and win at this transformational gic initiative with NASCAR. Spurred by declin- entertain and inspire us will continue to moment for the business of sports.” ing attendance at races during the eco- make it the preferred vehicle for driving con- To create demonstrable business impact nomic downturn and intense media scrutiny Consumer Trendspotters sumer engagement with brands while inno- for client partners from sports-related market- about the future relevance of the sport to Consumer engagement in today’s frag- vation in media and technology define a ing activations, Taylor radically transformed its fans and sponsors, NASCAR commissioned mented media landscape demands that new strategic course for the global role of offering, talent mix and delivery model. In Taylor and its Brand Counsel Group — a fully public relations firms serve the role of public relations.

What industry thought leaders are saying about Taylor’s bold transformation:

The public relations industry is How better to begin than by spotlighting The story begins with a transformation from the undergoing an incredible transformation, a firm that over the past few years firm’s founders to a new generation of managers playing a more central role in brand had done the seemingly impossible, with a radically different view of the business. Many and business-building for its clients, re-inventing itself from a successful, companies do not survive such a transformation, and Taylor is at the forefront of that albeit fairly unremarkable, tactical but for Taylor, the second generation was a group revolution. Taylor is building deeper, publicity shop specializing in sports to of long term staffers willing to rethink the business more meaningful relationships with the a rapidly growing, strategic marketing model and pursue a new vision. Turning that into biggest, blue-chips brands in America. communications firm that has earned a reality is a huge challenge for any management The big difference is that Taylor has seat at the table with leading consumer team, but Taylor’s second generation made some been transformed into what looks a lot brands, including Diageo, Allstate, critical moves that fueled its success.” like the agency of the future.” Capital One, and Procter & Gamble.” Lisa Rohrer Executive Director, Paul Holmes publisher of Kathy Cripps President, Council of Executive Education and The Holmes Public Relations Firms, Case Development, Harvard, Report in “The Firm Voice,” and co-author of the Council’s blog “Transformation at Taylor”

6A special advertising section ❘ street & smith’s sportsbusiness journal march 17-23, 2014 celebrating 30 years Connecting With Fan Passion Points is the Key to Digital and Social Sports Marketing How did the Twitter account of a lead- ing brand of laundry detergent get more mentions on the night of the 2013 NFL Draft than 20 NFL team accounts? The answer is rooted in Taylor’s innova- tive approach to leveraging the digital, social media and mobile technologies that have revolutionized brand sponsor- ship activations around major sports prop- erties. “In the past, you created a great tele- vision spot or a print campaign,” said Jackson Jeyanayagam, Senior Vice Presi- dent of Digital Strategy for Taylor. “Today, the model has been turned on its head. Now, brands have a multitude of direct- to-consumer channels to engage their audience and the key, especially in sports, is to have a deep understanding of fan insights. We are storytellers and our objective is to associate the brand with the object of the fan’s passion.” Marketers target sports to appeal to the passions of a large audience but Almost two decades after Nike’s original “Johnny Kilroy” marketing campaign, Taylor helped Jordan Brand leverage the anniversary to engage target consumers they often give cursory thought to what and drive awareness and sales around the launch of the commemorative, retro Air Jordan IX “Kilroy.” causes the audience to react. They look at the collection of sports fans as a means for reach, but don’t delve deep team’s colors,’ wanted to share in these cionado audience, Jordan Brand created in time and more importantly, it was sim- enough to discover what content moti- “welcome” conversations and give fans a an integrated online/offline promotion ple,” said Jeyanayagam of the program vates a fan base to share their brand on gift to celebrate their team’s latest selec- that included social media and a real- that earned Taylor a 2013 Word-of-Mouth- social media. This is a common misstep tion. Taylor then created 32 real-time digi- time scavenger hunt in Chicago. By bring- Marketing Association WOMMY award for in sports marketing. tal-art posters of each team’s first draft ing Johnny Kilroy back to life through best product introduction via social With social media platforms giving con- selection in their new colors and distrib- social media, Taylor gave him a unique media. “Social media and digital tech- sumers a voice to create their own con- uted them via each player’s Twitter han- online personality that engaged the con- nology are at the core of what we’ve tent and engage in a two-way dialogue dle as part of a welcome campaign on sumer in an irreverent way and estab- been doing for years; we don’t approach with the brand, it is imperative that brands Draft Night. lished a clear call-to-action for Jordan. any brief without understanding the con- identify advocates on their behalf. The Tay- From its headquarters in the Empire The activation generated more than sumption habits of the target consumer in lor Digital team has tested and fine-tuned State Building, Taylor managed a social seven million media impressions, 5,100 terms of when/where they engage with various strategies to create brand advo- media “war room” so that the brand followers of the newly created @TheRe- social media. Once we understand that, cates for their client partners. These advo- could actively engage with NFL fans and alKilroy4 handle and 1,600 Twitter men- we are then in a better position to cates — “Social Influencers” — have an measure their response and behavior. tions during the three-week activation. develop a concept that will truly engage inherent credibility and authenticity to The results from the 2013 Draft Weekend “It was successful because it incorpo- with the audience while driving business them because of their affinity for certain alone were off the charts: 67 million Twit- rated a passion point, a unique moment results. This is storytelling at its best.” categories/products; when they talk/tweet/ ter impressions; 27,000 retweets, and post, their followers listen. In fact, they are 14,785 mentions of #AboutOurColors. All often sought after for their opinion told, the initiative generated an engage- because of this credibility. Being able to ment rate nearly six times Twitter’s bench- harness that on behalf of a brand has mark! been a differentiator for Taylor, placing it at The program extended into a season- the forefront of sports digital consultancies. long campaign, which utilized 32 ‘Color The agency’s three decades of deep Captains’ — one player from each NFL knowledge and insights around a fan’s team — creating and distributing unique mindset enables it to craft programs that and exclusive content that surrounds maximize reach and affinity for brands those colors on game-day. such as Diageo, P&G and Taco Bell. Another example of Taylor’s innovative “We have experienced a combination approach in sports digital is its “Johnny of factors creating unique opportunities Kilroy” campaign for Nike’s Jordan brand. for our client partners,” Jeyanayagam In the fall of 1993, Michael Jordan said. “For us it’s been very exciting as it’s shocked the world with the announce- given us an opportunity to be more cre- ment that he was retiring from basketball ative and strategic with our campaigns. to start a professional baseball career. Over the past few years, we have been Leveraging the abrupt announcement, telling stories through social media influ- Nike developed a marketing campaign

encers. As the first agency to do so in the to launch the new Air Jordan IX with a o gra ph y t sports space, we have amassed dozens spoof exposé investigation of Jordan’s of case studies on behalf of the world’s “fake” retirement. o v P ho most influential and innovative marketers.” Almost two decades later, Jordan A prime example is Taylor’s ambitious Brand, in partnership with Taylor, lever- 2013 NFL Draft program for P&G’s Tide aged the anniversary of the “Johnny Kil- Mic h ael Hnat brand. The campaign was driven by an roy” marketing campaign, taking on the actionable insight that fans want to wel- challenge of reviving the Kilroy alias and “Now, brands have a multitude of direct-to-consumer come their team’s new players to the driving awareness to an upcoming 2012 fold. commemoration launch of the Air Jordan channels to engage their audience and the key, especially The game-plan: As each draft pick IX retro “Kilroy” series. The target, however, in sports, is to have a deep understanding of fan insights.” was revealed, avid fans of each team was a new, young breed of “Sneaker- Jackson Jeyanayagam immediately began to welcome their heads” — most of who were never taylor senior Vice President of Digital Strategy newest player on Twitter. Tide, playing the exposed to Kilroy. position of ‘Proud Keeper of your NFL To engage with this savvy, sneaker afi- march 17-23, 2014 special advertising section ❘ street & smith’s sportsbusiness journal 7A celebrating 30 years

From one innovator to another, congratulations Taylor on your 30th anniversary as a pacesetter in sports public relations.

8A special advertising section ❘ street & smith’s sportsbusiness journal march 17-23, 2014