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40 CATEGORY 23: Marcomms agency of the year


WINNER:GyroHSR I


t’s been a busy year for GyroHSR, 2009 saw it consolidate its position as the largest B2B agency, breaking in to the top 50 largest global advertising agencies and grow its profits by 25 per cent. Offering an exemplary service to its clients is something Gyro prides itself on. It insists client service comes down to delivering on budget, on time and meeting expectations. Gyro achieves this by building robust relationships from which true understanding of client business needs are met. It offers clients value-add services, including a monthly training team who educates the network’s clients and employees on new and emerging digital trends and technologies.


The brand campaign for Fujitsu, launched earlier this year, was based on the creative concept ‘Together with Fujitsu, you’ll get there sooner’. The successful £2 million account ran across national press, trade press, outdoor and online advertising.


GyroHSR also recently overhauled Shell UK’s CRT marketing (fleet fuel card); moving the brand away from the conservative ‘petrol truck/station’ and ‘price point’ messaging to a highly conceptual-photography based communications approach, promoting fuel economy and CO2 reduction – a total brand transformation and a first in this space.


GyroHSR’s management team has


always taken a proactive and assertive approach to business development, and as such recognised the opportunity to merge Europe’s Gyro International and North America’s HSR B2B to form GyroHSR. This was the largest agency merger of the year and has resulted in the world’s largest B2B marketing agency with billings in excess of £82 million and an employee base of over 600.


Another of the agency’s highlights includes knocking Iris Nation off the top spot to become the largest DM agency in the UK. Key client wins include Fujitsu, Sage, Cape, Adobe, Novartis, Technicolor, CA, Chevrolet and Cisco.


Producing award-winning work and pleasing clients could not be done without a solid bank staff. This is the lifeblood of any agency and as such GyroHSR has always combined robust business leadership with a


ust over a year ago in September 2009 Earnest was created with the aim of combining great B2C creative with an understanding of the B2B buyer. According to Ernest, B2B marketing is often the poor relation of B2C, and that’s a wasted opportunity; business people are still people, they just happen to be at work. The agency aims to capture the hearts, minds and budgets of the B2B buyer. The Earnest manifesto is: Chasing out the humdrum in B2B marketing. It has succeeded in doing so as its client portfolio suggests. Over the last year client wins include Fujitsu, Vodafone and PensionsFirst. A high impact direct marketing and press campaign for PensionsFirst lead to 60 per cent of the FTSE250 executives targeted agreeing to a meeting.


Fulfilling its aim to be a leading light among B2B agencies, June saw Earnest release its ‘Vital statistics for B2B’ video. It


RUNNER UP:Earnest J


passion for attracting top talent and providing an exciting environment to work. In 2009, highlights of Gyro’s commitment to this include launching the Gyro Academy, which commits £135,000 of training investment to 27 rising agency stars of the future.


Gyro also helps 40 children with


learning difficulties improve their reading skills every Friday morning at Ernest Bevin College – a programme GyroHSR has been running for five years. The agency also provided £400,000 of pro-bono marketing support to over 12 charities and raised £20,000 for Cancer Macmillan support. CSR is something GyroHSR views as an important element of the business and as such has committed to long-term initiatives, as well as supporting individuals who take up a challenge to give something back. Its CSR activity all comes under the umbrella of the G Foundation.


Sponsored by


received 2000 views in two weeks.


In a bid to keep staff engaged and up-to-date on company activity, Earnest has implemented a Planning Academy used to explore emerging marketing channels and how to use them. It also holds show- and-tells where successful campaigns are presented back to the whole team. Educating employees is an important investment. Earnest pay for staff to attend D&AD lectures as it is seen as essential for creative development. To help feed all those creative minds in a literal sense Earnest has initiated ‘Free lunch Fridays’.


Commenting on the activity underaken


for PensionsFirst, Benjamin Reid, CEO of PensionsFirst Analytics said, “Earnest has


B2B Marketing Awards 2010 - www.b2bmarketingawards.co.uk


done a great job on our campaign. The GPS analogy really hits home and instantly explains what PFaroe does for the audience. We set a tough task to get a 25 per cent response rate, the campaign has exceeded expectations with 60 per cent of the target audience agreeing to a face-to-face meeting.”


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