The creative agency will bring a series of the author’s key characters to life in 'surprising and innovative' ways.
Hired following a competitive pitch process, Taylor Herring will be part of a wider agency, in-house, licensed partners and charitable organisations team running multiple outdoor events and executions across 2016 to celebrate the landmark year.
Susan Bolsover, head of licensing and consumer products at Penguin Random House, said: "Taylor Herring’s ideas really stood out for us – their understanding of what will create a ‘wow’ media moment was exactly what we were looking for. We can’t wait to share it with the public later this year."
James Herring, managing partner at Taylor Herring, added: "The word iconic is often used without the subject being truly worthy – but the Beatrix Potter brand is fully deserving of such a plaudit. We’re beyond delighted to be working with Penguin Random House during such an exciting year and revealing a campaign that will be sure to please old and new Potter fans alike."
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