Taylor Herring’s entry stood out on all fronts. A clear strategy evidenced right through to the work delivered and outcomes achieved for clients; a genuine commitment to staff development, with demonstrable impact on retention; and solid growth with an enviable list of client wins. But over and above all this, Taylor Herring’s work shines through – consistently creative, underpinned by a real understanding of client needs; and delivering outstanding results. A worthy winner.

Mark of Excellence:

  • FleishmanHillard Fishburn

FleishmanHillard Fishburn’s commitment to diversity and results driven against a strategic plan and investment stood out as an outstanding example of excellence amongst all entries in all categories the judges have seen. The impact of this commitment to diversity is clearly evidenced in the results across the business, and the judges commend this as truly deserving of the Mark of Excellence.

Finalists:

  • Hotwire
  • iseepr
  • Mischief PR
  • Pagefield
  • Stripe Communications
  • Talker Tailor Trouble Maker

Winner entry:

Number of employees – including executive / support staff – and annual fee income:

25 staff: (3 executives, 2 Support).

Annual revenue: 3.6 Million.

Business objectives and analysis of performance against budget over the past three years:

It’s been quite a year for us. Actually, a vintage one. We have redefined what constitutes the modern agency offering by delivering campaigns which have busted out from the confines of PR’s standard remit. We’ve built integrated campaigns that have been seen on digital screens on Piccadilly Circus, on primetime telly and in cinema screens across Europe. We’ve created global PR toolkits for the likes of Coca Cola, easyJet and Samsung. We’ve won some of the most hotly contested pitches of last year achieving year on year growth of 20% (£3.6 Million in revenue).

During the same period the profit margin increased to 18%. In 2018 we were the most awarded PR agency in the UK landing 29 awards for creative campaigns in a wide variety of sectors including Automotive, Travel, Technology, Retail, FMCG and Publishing. We became the first PR agency in history to be awarded The Grand Prix at the Drum Marketing Awards.

Revenue: £3,020,000 (2016), £3,270,704 (2017) £3,632,255 (2018).

A brief overview of business / team strategy:

We had a bold re-think based around three key pillars that saw the agency reborn, repositioned and reinvigorated – and so now we are better for clients, better for staff and better for business.

Creative:

We wanted to play a significant part in reshaping the industry, not just our own business. We believe that PR should reside at the epicentre of creative marketing. But in the brave new ad-blocked, ad-skipped, ad-indifferent world, we would fight the industry’s corner and evolve the realm and remit of PR in an exciting and creative direction.

Culture:

A 360 review of working practices, training and company culture has helped ensure that we continue to attract, retain and skill a team that delivers best in class work.

Commercial:

We would also launch our new production company – delivering a commercial upside and creative control. Our revenue goal last year was to achieve 10% growth in a tough market.

A summary of commitment to CPD and professionalism:

We are fully invested in our goal of being one of the most progressive agencies in our set – delivering on employee satisfaction, diversity (21% of staff BAME), skills training (300% investment boost).

We offer one of the most competitive bonus packages in the industry – 35% of company profits are allocated to the staff pool. We tripled our staff training budget in 2018 – in total over 40 courses were attended by staff over the course of the year. Notable visiting speakers at our Monday Masterclass have included the Director of Communications at Buckingham Palace, the Head of Communications at Twitter, the Features Editor of The Sun and LadBible. We co-founded the PR Lions Fringe – and invited 10 consumer agencies to attend a PR Week sponsored pow-wow in Cannes to debate creative diversity.

We are proud of our pro bono work. In January we teamed up with ITV, Veg Power and Adam & Eve on a bold new campaign ‘Eat Them To Defeat Them’ to promote the health benefits of vegetables to kids.

We offer flexible working hours, subsidised gym memberships and a cycle to work scheme.

  • Staff of a BAME origin: 21%
  • Gender Split: Male 35%/Female 65%
  • Equity scheme – senior staff have become stakeholders in the business
  • 40% of our staff have been with us for over 4 years
  • 25% of team are home grown having joined us via our internship scheme.

A summary of recent outstanding achievements, including client list growth / retention:

We achieved 90% client retention and 22 new client wins including; Accolade Wines, Betfair, Coca Cola, Fanta, Iceland, Kelloggs, Legoland, Nat Geo, Penguin, Shell, Tourism Australia and Warner Bros.

COCA COLA: Following a competitive pitch, we won a place on Coca Cola’s global roster of agencies. This year we created the toolkit for the brand’s Pan Euro Christmas campaign. We became UK lead on Fanta and launched two new flavours.

EASYJET: Our European-wide ‘Flybrary’ initiative encouraged kids to get hooked on a book at the start of the Summer holidays. Now in its third year this helped affirm the airline’s family-friendly credentials and boost sales by 15%.

GREGGS: Our ongoing PR work for Greggs has affirmed the food-on-the-go retailer as one of Britain’s most loved brands. We have helped Greggs buck the trend of the high street slowdown and achieve a 9% rise in sales and top the leader board of consumer’s favourite food-on-the-go brands.

SAMSUNG: In 2018 we became the first PR specialist to be named as a creative lead for Samsung. This resulted in Taylor Herring taking creative leadership on integrated work across a variety of products from phones, to TV’s and washing machines.

PIMM’S: This will be our 5th year working for Pimm’s across press office, social and major brand activations. In 2018 we helped deliver double-digit growth.

Investing time and money in creative craft has been key to our success. In January 2018 we launched St Marks Studios – a new production and event company that was conceived following client demand for stylish and engaging newsfeed content at a competitive price. We produced 70 films and events last year including an international TV advertising campaign for Samsung that ran in 12 markets. In year one we turned over £1.2M, with a profit margin of 18%. We are the publisher/owner of two influential media platforms. Viral news entertainment site The Poke (has a following of two million fans on social media and PR Examples – a site which celebrates the very best in creative earned media work from brands and agencies.

A summary of a campaign you are particularly proud of, including details of the brief, objectives, strategy, tactics, outputs, outcomes and budget:

As part of our press office work for Beano we issued a cease and desist letter to Jacob Rees-Mogg, requesting that he stop impersonating Beano character ‘Walter’ or face a legal showdown. The stunt went viral and #waltergate trended. The story garnered over 700+ high-value media articles. With over 400 million impressions on Twitter, Beano.com saw a 48% uplift in visits during the campaign period – and gained 2,100 Twitter followers in one day, with no paid promotion. Budget £225.