Two advertising executives have joined forces to form TaylorLaw Advertising.
Gordon Law, chief brand officer in the new venture, was formerly a partner in the Dallas agency Hadeler, Sullivan & Law. After HS&L sold to Marc/USA, Law briefly served as general manager of Bozell Kamstra's Austin, Texas, office, returning to Dallas this summer after parent company True North shuttered the BK network.
Susan Taylor, chief creative officer, has operated independently for seven years as Taylor & Associates. Prior to that, she was employed at Tracy-Locke.
Both principals worked together for several years at the former Keller Crescent agency here. Law was then director of account service and Taylor was creative director.
"Gordon is the only person I would ever consider working with on the account side," said Taylor. "We totally respect each other and have for years."
The pair's combined advertising experience—more than 20 years each—comes from working on accounts such as Starbucks, Cointreau, Tony Roma's, Chuck E. Cheese's, American Airlines, Nokia, McDonald's, Pepsi and Sprint.
Like several other Texas agencies that have been formed recently, TaylorLaw plans to be a low-overhead operation, relying initially on a network of affiliated service providers and freelancers.
"The traditional advertising agency business model that I was taught how to run doesn't work anymore," said Law. "Once you get to that $3-4 million range, midsize agencies can't make enough to support an infrastructure.
"What the market needs is someone who can deliver all the thinking and deliverables and service levels you would traditionally expect from a large agency ... in a personal, service-oriented environment," he said.
Taylor and Law are currently working with undisclosed clients in the telecom, retail, healthcare and b-to-b technology sectors.
Law said the Dallas shop's goal will be to serve small and midsize companies, "as well as some very large brands that have relationships with global agencies. They have projects [the global agencies] don't want to handle because they don't generate enough revenue."