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The Taylor Brand Counsel Group on our approach to program development

“We believe that the role of the public relations discipline has been fundamentally transformed. Increasingly, senior brand marketers will choose to partner with agencies that can generate brand and business-building results on a consistent basis, and across all channels, especially digital. But not all public relations agencies are equipped for this radically transformed environment. We are quite confident that our diverse mix of professionals, brand planning capabilities and strategic processes will help client partner brands compete and win in this new era.”

Christian Alfonsi, Executive Vice President, Strategic Planning, Taylor

Taylor’s brand planning process is unique within the public relations industry, and we believe differentiates our agency from any other marketing communications partner.

Each client partner at Taylor has a dedicated brand planner on their business, acquiring deep insight into their category and their consumer. This level of commitment to planning is almost unheard-of in the marketing communications discipline.

What separates the Taylor brand planning model from that of every other agency, however, is the hands-on role that our planners are expected to play through every stage in our journey with a client partner brand. Our planners lead the creative development process, ensuring that the same individuals who uncover the landscape and consumer insight which inform a brand strategy are directly involved in developing the communications programs that will deliver on the strategy. We believe this approach creates a seamless logic trail that leads directly from insights to business outcomes.

Our brand planners have such a powerful impact for client partners owing to the incredibly diverse range of experience and professional backgrounds represented on our team. Our Brand Planning Group includes seasoned account planners from such blue-chip agencies as Ogilvy, DraftFCB, Saatchi & Saatchi, JWT and BBDO, along with brand strategists from Booz Allen and other top management consulting firms.

What unites all of these individuals is a shared passion for consumer brands, and a “channel agnostic” approach that is not bound to any one medium – whether it be a :30 second TV spot, an event sponsorship, a media relations campaign, or a Facebook app – but instead is committed to finding the consumer engagement platforms most relevant for a specific brand.