Animation Research Limited : the yachts that came to life

Abstract

The case study looks at how Animation Research Limited (ARL) grew from Ian Taylor's experience in television to secure international attention through ARL's unique animation of the 1991 America's Cup yacht races. The strategy, management and marketing approaches by the charismatic Taylor has helped the company to continue to develop animation for television sports, advertising and other services. There is also the production side to the business under the company name Taylormade, which works alongside ARL to create various television shows