New York—B-to-b agency GyroHSR, New York, next week will change its name to gyro, dropping the HSR that has been part of its identity since the 2009 merger of Gyro International, London, with HSR Business to Business, Cincinnati. The new name will feature all lowercase letters in an effort to depict the style of text messaging, the agency said.
“We've helped define the state of the discipline for the last 30 years. Now we enjoy both the benefits of a rich legacy and the passion of a global startup,” said Rick Segal, worldwide president of gyro, in a statement. “I've always cringed when clients bolted brands together. So we consider this a case of "physician, heal thyself.' ”