“We understood the critical importance of infusing diversity of thought across all disciplines within Taylor, along with the impact it would have on behalf of our client partners,” Signore said. Many of those clients who were part of Taylor’s initial transformation are firmly behind the agency’s DE&I efforts today, including Diageo, Capital One and P&G.
In 2018, Taylor established a formal alliance with Gino to ensure that the agency continued to harness the power of difference to maximize its creative output.
“It led to our evolution as a purpose-led marketing agency that shapes possibilities,” said Maeve Hagen, Taylor managing partner. “Embracing this approach at every level fuels engagement, collaboration and a collective spirit of innovation.”
Pioneering campaigns that make a difference
A team that’s not afraid to put its thinking through the test of different views and disagreements can create breakthrough solutions for its client partners, according to Garlanda Freeze, Taylor’s executive VP, account.
“We sit on a mountain of insights about backgrounds, sub-communities and cultural movements, and these insights fuel authenticity and originality,” Freeze said. “We invite debate on controversial issues. In a respectful environment all voices are heard to rewrite the rules of the industry.”
Taylor’s recent campaigns prove the point. For example, Crown Royal's “The Royal Ride” highlighted the diverse history of the American West by hosting a procession of all Black riders through the historic Fort Worth Stockyards in advance of the Bill Pickett Invitational Rodeo. The whisky brand also honored Opal Lee, the “grandmother of Juneteenth,” as the “Royal Rider” recipient, and secured 382 media placements and more than 206 million impressions.
In addition, the AIG Women’s Open 2022 elevated the insurance brand’s commitment to gender equity and its support of women’s golf, personified by AIG ambassador and British golfer Georgia Hall. The women’s tournament was notable because Scotland’s Muirfield course only began to admit women in 2017. The campaign produced 2 million U.S. broadcast video views, 12 million social media video views, and a 15-times year-over-year increase in campaign reach.
Lastly, Capital One’s 2022 ESG report is a testament to the organization’s mission to “Change Banking for Good.” The interactive design, data visualization and multimedia elements tell dynamic stories of workplace diversity, inclusion and belonging as well as community engagement and social impact. The project resulted in a 44% increase in report viewership year-over-year and 569,000 impressions across Capital One platforms.
“Being challenged makes every idea stronger,” said Suyin Sleeman, Taylor’s executive VP and executive creative director. “I love feeding in inputs from multiple disciplines and walks of life; it adds richness and depth to our work. The numbers never lie, the make-up of our country has changed and new approaches must be developed to represent the ever-changing melting pot of America.”