Paul Dyer | The Innovator 25 North America 2019

Paul Dyer 


Lippe Taylor 
New York 

“Innovation is something that is novel, valuable, and repeatable.”

Lippe Taylor has made the journey from digital follower to digital leader in what must be record time. Make no mistake, the onetime fashion and beauty specialist has been a leader in its category — expanded to include marketing to women across multiple sectors — for at least a couple of decades. But its digital revolution was turbo-charged with the arrival of Paul Dyer as president in 2017. Dyer came from the digitally-savvy and analytics-obsessed W2O. Since then, Dyer has spearheaded the development of the agency's data science platform, and restructuring the firm so that, today, it functions as a truly integrated operation with impressive growth. In 2018, Lippe Taylor hit 31% year-on-year growth—more than three times the industry average.

In what way(s) does PR/communications need to innovate the most?
Measurement.  With that will come everything else...  Nielsen did it for advertising.  Brand Lift studies did it for Facebook.  PR needs its answer to these things.

How would you describe the communications/PR industry's level of innovation compared to other marketing disciplines?
Lagging the others

Where is the PR industry's greatest opportunity for taking the lead on innovation?
Integrated marketing

How do you define innovation?
Innovation is something that is novel, valuable, and repeatable.

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
Nestle's RE:CYCLE bicycles made from Nespresso pods

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Lippe Taylor!  Some times Edelman, some times Weber - when you get the right team.

Describe a moment in your career that you would consider innovative.
Developing StarlingAI(R) to map neural networks between layers of influencers.

Most underrated trait in a PR person? 
Specialization / Expertise

How do you get out of a creativity rut?
Step away completely and take a walk / run

What advice would you give to the PR industry around embracing innovation?
The days when Creative or Advertising agencies dominated innovation are over. Their business realities have changed so dramatically they're too busy playing defense to innovate.  It's time for PR / Comms agencies to lead.

What are you thinking about most these days? 
Measuring PR

What one movie, book, TV show or podcast do you recommend someone rent, read or stream tonight?
Creativity, Inc.