Kaplan Thaler Group
| Company type | Private |
|---|---|
| Industry | Advertising |
| Founded | 1997 |
| Founder | Linda Kaplan Thaler |
| Fate | Merged with Publicis New York in July 2012 |
| Headquarters | New York City , United States |
Key people | Linda Kaplan Thaler (CEO and Chief Creative Officer) |
| Products | Advertising campaigns (e.g. Aflac Duck, Herbal Essences Totally Organic Experience, Continental Airlines "Work Hard. Fly Right.", Swiffer Sweeper) |
Number of employees | 6 (at founding) |
The Kaplan Thaler Group was a U.S.-based advertising agency established in 1997, recognized for creating influential campaigns such as the Aflac Duck. Originating with just six staff members in a modest Chelsea apartment, the firm ultimately merged with Publicis New York in July 2012.
History
Initially launched as a boutique firm operating out of founder Linda Kaplan Thaler's brownstone in Chelsea, Linda Kaplan Thaler held the dual roles of CEO and Chief Creative Officer from the agency’s founding in 1997.
Over a span of 15 years, the company grew from a small startup into an agency handling more than $1 billion in billings. It was responsible for prominent campaigns including the Aflac Duck, Herbal Essences Totally Organic Experience, Continental Airlines' "Work Hard. Fly Right." slogan, and the Swiffer Sweeper campaign.
In 2002, the historic agency N. W. Ayer & Son was absorbed by Kaplan Thaler Group, bringing along clients such as Continental Airlines. That same year, after French holding company Publicis acquired and shut down D'Arcy Masius Benton & Bowles (DMB&B), longtime client Procter & Gamble transferred its Dawn and Swiffer accounts to Kaplan Thaler, increasing U.S. billings by approximately $80 million.
On July 12, 2012, Kaplan Thaler Group combined forces with Publicis New York, creating Publicis Kaplan Thaler. By June 2015, Publicis New York discontinued use of the Kaplan Thaler brand to consolidate all branding under Publicis.