Christoph Becker, CEO
2012 b-to-b revenue:
John Deere, FedEx, Pitney Bowes, SAP, USG
Major 2012 campaigns:
John Deere, “You're On,” print, online, out-of-home, events; Lincoln Financial Group, “You're in Charge,” TV, print, online; Makino, “Make What Matters,” print, online, direct mail, events
Increased revenue 6% to $103.7 million; added new clients including Aimia, Aramark, Cloudera, Deloitte, Quaker Chemical and Smart Technologies; acquired digital agency Circus Paris; 75% of business is b-to-b
Global agency gyro has seen its human approach to b-to-b marketing pay off with tremendous revenue growth, the addition of powerful clients and positive ROI for campaigns.
The agency was formed in 2009 through the merger of HSR Business to Business, Cincinnati, and gyro International, London. It established its headquarters in New York and serves clients around the world, including John Deere, FedEx Corp., Pitney Bowes, SAP and USG Corp.
Last year, gyro's total revenue grew 6% to reach $103.7 million, and it added such new clients as Aimia, Aramark, Cloudera Inc., Deloitte, Quaker Chemical Corp. and Smart Technologies.
“Human relevance is front-and-center of what we do,” said Christoph Becker, CEO of gyro. “We seek to create something for our clients that makes them more relevant to their businesses and to their target audiences.”
Rick Segal, president worldwide and chief practice officer at gyro, said, “We have sought to renovate the b-to-b category by exploring new ways to engage b-to-b decision-makers that are more social and more humanly relevant on a global scale.”
For John Deere, gyro last year developed an integrated campaign called “You're On,” featuring customers who contributed to the launch of a new product line unveiled at the ConExpo trade show in Las Vegas. “We wanted to give a voice to the customers and elevate them to the highest level possible,” Becker said.
The campaign included print and online ads, a microsite, online videos, webcasts, social media, event marketing and marquees on the Las Vegas Strip. It resulted in more than 2,000 attendees visiting the John Deere exhibit at ConExpo.
gyro created a new branding campaign for Lincoln Financial Group dubbed “You're in Charge.” “For Lincoln, we wanted to ignite the emotions of business decision-makers and help drive growth,” Becker said.
One element of the campaign—called “Hail to the Chief Life Officer”—rolled out during the U.S. presidential election campaign, and included TV, print and online ads showing how Lincoln helps investors take charge of their lives. The campaign also included social media, with a presence on LinkedIn, Twitter and YouTube.
Since the “You're in Charge” campaign debuted in the fourth quarter of 2011, Lincoln has seen a significant increase in metrics such as brand awareness and perception as being a company that inspires confidence and provides support.
For machine tool company Makino, gyro developed an integrated campaign called “Make What Matters.” It included print, online, direct mail and events, as well as an iPad sales enablement app.
The goal of the campaign was to show how Makino makes products that are contributing to a renaissance in U.S. manufacturing.
Becker said gyro's status as an independent shop, with a culture of inclusiveness, allows it to break down silos and operate holistically. In fact, gyro has given the name “Uno” to this culture.
It has an Uno channel—a Twitter-like communications feed among its agency leaders—and the Uno Show, a monthly online event in which employees contribute relevant ideas to help grow the agency.
“We built gyro on the strongest b-to-b foundation,” Segal said. “It is really gratifying to have seen us ascend to a stature with the largest and finest agencies in the world.” —K.M.