Spokesperson Procurement and Media Training

The Right Person for the Brand

Annually, Taylor procures more than 200 spokespersons for category leaders to serve as the face and voice of the brand in a fully-integrated marketing communications campaign. Whether it is a literary icon such as Dr. Maya Angelou for Alltel Wireless, entertainers such as Kevin Bacon for Ameriquest and Jewel for MasterCard, or a sports star such as Ben Roethlisberger for Gillette, Taylor’s mission is to ensure that the spokesperson aligns with the brand essence and the campaign platform.

Via thorough identification and analysis, we evaluate potential spokespersons on three critical levels -- awareness, appeal and personal attributes -- and determine how these factors resonate with the brand’s target audience. This provides us with a better understanding of how they articulate a branded message in a credible and meaningful way.

Our Three-Phase Process

The success of any program spokesperson is dependent on thorough preparation and customized media training. Taylor pioneered a unique three-phase process which focuses on seamless message delivery; responsiveness to sensitive issues; and engagement of the target consumer, whether through traditional and non-traditional media or face-to-face scenarios.