IGNITION ISSUE #2

Our mission is to create ideas that are humanly relevant

christoph becker ceo + cco

WE ARE A GLOBAL IDEAS SHOP, AN AGENCY WITH UNCONVENTIONAL DNA.

We are 600 creative minds strong, spread across continents, acting as one.

WHO

WHO

WHAT A TImE TO BE ALIVE

The bright, new technologies of now are bringing humans together as never before. In just one click, we can share our innermost thoughts with a million other minds. We can swap pictures of kittens. We can bring down governments. We should feel like gods. But somehow we dont. Because mostly what we feel is numb. It seems weve switched on something that we cant switch off. The current of information is endless now; it knows where we work and it follows us home. It bombards us with multichannel assaults on our time and attention, and the more it continues, the more desensitized we become. So the big question is this: In a world made numb by digital noise, what can any business or brand do to make itself relevant again? Why should anyone care? It is the question we reinvented our company to answer. After three decades helping world-class businesses succeed, we have had the courage to change our culture. Entirely. The kind of ideas our clients need now can come from anywhere and take any form, so weve swept away the creative apartheid. These times demand an agency with unconventional DNA, a collective team of influencers, curators, editors, thinkers, inventors and producers. With all the energy, excitement and passion of a start-up we have created a global ideas shop. We are 600 creative minds strong, spread across continents, acting as one. United by a single purpose: to produce ideas that ignite. These unstoppable ideas, fired by emotion, are behind everything we want to achieve for our clients. Emotion is the key to intimacy between businesses, brands and people. Its there in every choice humans make, whether theyre buying laptops or signing milliondollar contracts. Ideas that ignite emotions are ideas that ignite business decisions. And our right to exist as a company depends on our ability to find those expansive ideas on every project were given and every single day we come to work. We will never be afraid to do whatever it takes to make businesses and brands matter to people again. WE ARE GYRO.

A world alive with connectivity is becoming numb to businesses and brands.

WHO

WHO

B2B HAS CEASED TO BE

Business-to-business, affectionately known to its friends in the advertising industry as B2B, is dead.

KAPUT.

many are still in denial about this fact, but truly, its over. We should know; weve been closer to B2B than anyone else. We grew up together. 23 TImES IN THE LAST 16 YEARS THE CRITICS HAVE CITED GYRO AS THE TOP B2B AGENCY IN BOTH EUROPE AND THE US (INCLUDING TWICE IN THE LAST 12 mONTHS ALONE). But we saw the end coming, so it falls to us to announce it to the world.

Death was inevitable when people began to carry their telecommunications and computing power with them. From that point The Firm lost its place as the organizing principle of business. If you really want to influence business decisions, from now on you have to reach and persuade the real seat of power: the individual. Your new customer is not a corporate entity. Its an independently minded, highly connected, always emotional human being. And the new arena for business communications is now far bigger than the workplace. This is because work is no longer a place; its a state of mind. The connectedness of modern life sees no boundaries between work and home; its all part of the worklife continuum. People can be as leaned forward and as actively engaged in their decision-making as they need to be wherever they happen to be. And our task at gyro is to understand this @Work State of mind better than anyone else in the world, so we can best ignite the emotions that cause decision-makers to shout, Yes!

WE IGNITE EmOTIONS IN BUSINESS mINDS

WHY

WHY

Chicago news. The Hanson brothers have been spotted in Chicago. And apparently they are Kansas City Chiefs fans

Denver. A day in the office.

Give and Gain The London office team during their gardening project improving 15 gardens in a local sheltered housing centre.

San Francisco taking a break

Summer Away Day. Todays special

Company meeting Getting into the speech

Summer Away Day. missing

madrid? Thats right!

one uno
We have front doors in lots of places, but to go through any one of them is to enter the same creative space. Weve erased the borders, taken down the walls and removed the silos. We are one P&L around the world, with one agenda.

There is only

OUR UNO mAP:

NORTH AmERICA : : : : : : Cincinnati Chicago Denver New York San Francisco Washington, DC EUROPE : : : : : : : Amsterdam London madrid manchester munich Paris Stockholm ASIA AUSTRALIA : Sydney* CHINA : Beijing* : Shanghai* INDIA: : Bangalore* : Delhi* : mumbai* RUSSIA : moscow* UAE : Dubai *Associate Partner

AT GYRO WE CALL THIS CULTURE UNO.

Its how we ensure nothing comes between a client and an idea that could transform their business. As far as we know, this UNO culture is unique.

SOUTH AmERICA : So Paulo*

NO CREATIVE APARTHEID HERE

The inclusive culture were creating at gyro is designed for one purpose: to set creative minds free. We know ideas can take any form. And we need as many of them as we can get. In this hyperconnected world where communications bombard people from every direction, igniting human emotions takes a lot more than just a concept and a media plan. So the more kinds of talent and experience we can bring to the challenge, irrespective of job title and department, the more kinds of creative opportunities we will see. WE LOVE CREATIVE ECLECTICISm. Any idea that can help our clients shine has to be nurtured and given life. And its everyones job to make it happen.

WHY

WHY

WE HAVE IGNITION
The gyro ignition method
Our unique process puts the spark of emotion into every creative brief we write. Our challenge is to make our clients products and services shine. Our strategy must be to find that touchpoint where an incontrovertible product truth collides with a deep consumer insight. Its only when we involve the business decisionmaker or consumer in a humanly relevant way that we know we have succeeded.

THATS THE IGNITION POINT.

What happens next is a chain reaction of creative thinking coming from every quarter of our company, an explosive process that draws upon all of the diverse talents and celebrates every channel of communication open to our clients. We work this way because ideas can no longer be the preserve of one agency discipline. We know that to solve modern business problems today in an ever-changing digital world requires an agency to have a group mind as eclectic and well-connected as the world itself has become.

WRITE ON THE DOTTED LINE Identify and explore NEW AND mORE RELEVANT territories to interact and entice our audience.

HOW

HOW

EXPANSIVE IDEAS
The Ignition Point is always just the beginning. Never an end in itself but the trigger for an explosion of ideas that can expand forever. Were not lighting fireworks here. This is BIG BANG stuff.

WHAT WE START DOESNT STOP

WHAT WHAT

THE CURATION SESSION

No consumer ever said I love how the poster is just like the website.

We need ideas that mean something to people. We can (and do) invent those ideas, but its also about what we find in the world, the connections we see and how we bring it all together. Were creatives, but were also curators. At the heart of our way of working is what we call the Curation Session (not that the name is important; we could have easily named it Kevin or Idea Process X3000; how it works is the interesting part). The Curation Session is when we get together to do whatever it takes to go beyond the conventional boundaries of integration. And we do need to go beyond integration as usual. We have to do more than just adapt one idea to work in multiple formats. Thats an exercise largely irrelevant to people in the real world. There has to be more to it than simply coordinating communication channels to hit people from as many directions as the media spend can afford. That process has undoubtedly contributed to the mind-numbing noise of modern communications. In a Curation Session, we ask: What can we do in each communication channel to expand upon our idea, to create it in new and different ways? We ask: How can we properly integrate into peoples lives, where can we help, what do we share? Its not just about deploying sales messages; its about finding ideas that matter.

HOW

HOW

A LOT OF PEOPLE YOU KNOW ALREADY USE OUR GLOBAL IDEAS SHOP

GOOD THINGS HAPPEN WHEN GOOD THINGS HAPPEN

Our stated mission is to create ideas that are humanly relevant. And that spirit extends beyond the paid work we do for our clients. We are forever curious about how we can use our talents and our time to help the people around us in the communities where we ply our trade. For us corporate social responsibility is not an obligation. Its an opportunity. It enriches our understanding of human nature and makes the work we do far more meaningful. We created the G foundation a decade ago on the principle that everyone deserves a chance: inner-city school children, local charities, aspiring athletes, families coping with HIV/AIDS to name just a few. Our work ranges from marketing and business support, internships, literacy programs and fundraising.

Inspiring local children London Office

the G foundation

GOOD THINGS HAPPEN WHEN GOOD THINGS HAPPEN

There is no more humanly relevant cause than the planet we all share. Lots of companies talk about the green agenda. Lots of companies have good intentions. Our company, as always, wants to see words become action.

As of now, were starting an audit of everything we do that has consequences for the environment. Everything.
Thats the paper we buy, the journeys we take, the causes we support any area where we can do better. Its not easy being green, but that wont stop us.

the G

HUmANS AT WORK
The AmSTERDAm Office Peperstraat 7 1011 TJ Amsterdam The Netherlands .... +31 (0)20 320 97 99 mICHELLE HENLEY ECD/Gm michelle.henley @gyro.com World Trade Center 1625 Broadway, Suite 2800 Denver, Colorado 80202 USA .... +1 303 294 9944 DAPHNE FINK TABER Gm daphne.fink @gyro.com CAmERON DAY ECD cameron.day @gyro.com The DENVER Office

The CINCINNATI Office 7755 montgomery Road, Suite 300 Cincinnati, Ohio 45236 USA .... +1 513 671 3811 ADRYANNA SUTHERLAND PRESIDENT adryanna.sutherland @gyro.com mIKE TITTEL ECD mike.tittel @gyro.com 1204 Business Central Towers (A) Dubai media City Dubai UAE ...... +971 (0)4 433 1864 / 1866 LUCY mILLER Gm lucy.miller @gyro.com FIONA mENzIES mD fiona.menzies @gyro.com

The DUBAI Office

The CHICAGO Office 20 West Kinzie Street Suite 1400 Chicago Illinois 60654 USA .... +1 312 595 0203 BRIAN PETERS PRESIDENT brian.peters @gyro.com DOUG KAmP ECD doug.kamp @gyro.com 3rd floor, The Chambers Chelsea Harbour London SW10 0XF UK ...... +44 (0)20 7351 1550 mATT KITCHERSIDE Gm matt.kitcherside @gyro.com IAN KERRIGAN ECD ian.kerrigan @gyro.com

The LONDON Office

WHO

WHO

The mADRID Office Calle Alcal 143, 3d 28009 madrid Spain .... +34 914 323 224 ANA GARCA-HIERRO JImNEz Gm ana.garcia-hierro @gyro.com CAROLINA COmAS CD carolina.comas @gyro.com 31 West 27th Street 11th Floor New York NY 10001 USA .... +1 212 915 2490 KEITH TURCO PRESIDENT keith.turco @gyro.com

The NEW YORK CITY Office

CHRISTOPH BECKER ceo + cco, christoph.becker@gyro.com

The mANCHESTER Office 3rd floor 8 Exchange Quay manchester m5 3EQ UK .... +44 (0)161 876 5522 DANNY TURNBULL Gm danny.turnbull @gyro.com 20, Rue mirabeau 75016 Paris France .... +33 (0)1 45 24 48 00 DIDIER STORA Gm didier.stora @gyro.com

The PARIS Office

The mUNICH Office Auenstrae 37 80469 munich Germany .... +49 (0)89 7677 340 HOLGER KALVELAGE Gm holger.kalvelage @gyro.com mARTIN STELzER ECD martin.stelzer @gyro.com 1025 Sansome Street, San Francisco, California 94111 USA .... +1 415 445 9111 ROBERT RAY PRESIDENT robert.ray @gyro.com JUSTIN CURTIS ECD justin.curtis @gyro.com

The SAN FRANCISCO Office

WHO

WHO

The STOCKHOLm Office Kungsgatan 15 SE-111 43 Stockholm Sweden .... +46 8 462 49 00 CLAS AF BURN Gm claes.afburen @gyro.com
RICK SEGAL worldwide president, chief practice officer, rick.segal@gyro.com

The WASHINGTON, DC Office 2425 Wilson Boulevard Suite 400 Arlington, Virginia 22201 USA .... +1 703 284 9810 SCOTT GILLUm PRESIDENT scott.gillum @gyro.com

The WOOLLEY PAU (London) Office 21 Tower Street, Covent Garden, London WC2H 9NS UK .... +44 (0) 20 7836 6060 CHRIS HARE Gm chris.hare@ woolleypau.co.uk DEAN WOOLLEY ECD dean.woolley@ woolleypau.co.uk

WHO

WHO

 2011 gyro. All rights reserved. Printed on 100% recycled paper. Only the ideas are new.

Contact PAUL NEAL to ignite your brand or business paul.neal@gyro.com

Contact LORI LUm to join us lori.lum@gyro.com

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