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gyro is an agency network with unconventional DNA and the first full-service, global creative B2B powerhouse. Our mission is to create humanly relevant ideas.
After our merger with Dentsu Aegis Network, reminding ourselves, clients and prospects of our unique culture and mission was essential. The Book, our printed testament to the way we think and work, was the result.
To communicate across regions, gyro designed The Book using a newspaper format, a universally understood media. A series of “ownable” visuals punctuate our philosophy, which we translated into several languages. Each edition on The Book is an incrimental update as a brand never ends. Currently this is the fourth edition of the magazine.
The gyro brand grows and adjusts based on cultural and business shifts. Purposeful transformation is essential to remain relevant. In this version of The Book, we bring to life how “feeling and precision” enable us to merge creative elements with data to foster emotion for brands and businesses.
The Book illustrates our brand story in a unique way. The piece is used to inform clients, prospects, employees and our colleagues to better grasp our philosophy and provoke interest in our agency.
In a world a world numb to digital noise getting thinking into the hands of our people was essential. The writing and the design had to be intriguing and visceral. It needed to celebrate gyro’s UNO culture, which is a shared feeling and set of protocols across all of our offices. To emphasize this uniting idea of one agency and one culture, The Book uses the traditional format of a newspaper. Employing our own philosophies and imagery, we bring our story to life in an “ownable” way. Additionally, The Book was rendered in various languages across regions.
The gyro manifesto, the feeling of our culture called UNO, the description of our mission and the use of our brand language had to be presented uniquely. Within a new era we call Precision and Feeling the communication had to feel special, ownable and connected to our culture. The idea came to life when we determined that the best format and experience for our teammates was to give them each a tactile, palpable format to experience. And in our minds the most accessible format and the one to get the most attention was the simple newspaper format.
The navigational structure for The Book uses a simple "Why, Who, What, How, Where" format to unpack the gyro brand simply. We used analog formats, objects, collages, illustrations and paper models to illustrate the story. The Typewriter font heralds nostalgia and creates a tactile presentation.
The folded pamphlet is approachable and suggests thoughtfulness and dexterity. The nested pages and recycled newsprint bypass the formality of the typical corporate brochure printed on glossy, heavy stock.
Brought to life with our unique language these brand magazines grab attention and become a a lasting keepsake.
The Newspaper Club in London printed 20,000 copies of The Book, issue 4, on 52gsm recycled newsprint stock, which is made from 100% recycled fiber. Cost of producing the book was approximately 6 pounds. Initial deliveries of 500 were distributed to all of the gyro offices across the world in March 2017. Digital distribution continued online in a PDF e-book format. Pay per click drove the downloads, in addition to having a lead-generation program to connect with those interested in potentially working with gyro. To date there have been several hundreds of eBook downloads of The Book.
gyro distributed The Book in person at industry conferences, client meetings and global events such as the ANA B2B Masters of Business Marketing in the US, the LinkedIn/gyro Breakfast Series in APAC and the B2B Marketing Ignite Conference in the UK. The Book is still used and in circulation today.
Stacks of the publication exist in gyro office lobbys and on employee's desks. Each version of The Book gets a renovated series of visuals and a modified narrative based on changes to our brand. There have currently been four versions of this publication but the heart and soul of it remain.
The Book has become a calling card for gyro. As a tool for employees to feel our UNO culture it is essential. As a prospecting and even recruitment tool it is invaluable. It unites us and inspires us. For prospects, potential employees and current clients it helps remind people of the gyro way. To launch the fourth edition of The Book, every gyro office tuned in to a global web cast where our CEO Christoph Becker walked through the new book. It provides a base level of connectivty for everyone who is connected to gyro.