Gyro is a global integrated creative network working primarily in the B2B sector. It offers a broad range of services including traditional advertising, digital and direct marketing, sponsorship, events and sales promotion, PR and design and branding. It was named Agency of the Year in both 2014 and 2015 by the International Business Marketing Association; and as AdAge's B2B Agency of the Year for 2015. A few months later, in July 2016, the business was acquired by Dentsu Aegis Network for an undisclosed sum. It has continued to win accolades, including the title of Global B2B Agency of the Year from the Association of National Advertisers no fewer than five times in six years, most recently in 2018. At the time of its purchase by Dentsu, Gyro had six offices across the US, as well as outposts in six European markets and the Middle East. More recently it has expanded into several other markets by absorbing local outposts of Dentsu Aegis's Interprise unit. In 2018, it also acquired market research specialist B2B International, adding an additional service to its general offering. By mid 2018 there were 17 offices in ten countries. The business was originally formed in 2009 from the absorption of European network Gyro by US-based HSR, becoming GyroHSR until a rebranding in 2011. At the same time, several separately branded subsidiary units, such as Bluhalo in the UK, were absorbed into the main agency. French agency Ailleurs Exactement was acquired in 2014. Although actually a UK company, Gyro's effective HQ is now in New York. Until its sale to Dentsu the group was owned by private equity firm Pegasus Capital. Christoph Becker joined the agency in 2009 as chief creative officer, becoming CEO the following year, and has led Gyro ever since. Advertising Age estimated global revenues for Gyro of $82m in 2019. In 2020, Gyro is being absorbed into a newly created dedicated B2B arm of Dentsu Aegis Network's Merkle agency.
Capsule checked 1st September 2020
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Adbrands Daily Update 1st Sep 2020: Merkle is rapidly becoming one of the dominant brands within Dentsu Aegis Network, challenging even Carat in size and spread. In its latest evolution, the agency is uniting with four other agencies within the group to create a dedicated Merkle B2B offering led by divisional CEO Michael McLaren. Joining Merkle's existing B2B offering are Gyro, Merkle DWA, B2B International and Digital Pi. The combined entity will offer a full selection of digital and traditional marketing services. Ultimately, all four satellite units will migrate to the Merkle B2B banner, though in some cases that may not happen until 2021.
Adbrands Weekly Update 11th Oct 2018: Dentsu Aegis expanded the coverage of its business communications network Gyro with the acquisition of market research company B2B International, which has offices in the UK, Germany, China and the US. No price was disclosed for the deal. B2B will be absorbed into Gyro's existing network.
Adbrands Weekly Update 28th Jul 2016: Another independent bites the dust. Dentsu Aegis Network announced the acquisition of global B2B network Gyro for an undisclosed sum. The group had been jointly owned by private equity investors and management. CEO & CCO Christoph Becker will remain at the helm of an expanded network, which will absorb DAN's existing Interprise business. The latter's Stuart Giddings becomes global president, reporting to Becker. Gyro will also expand its presence into Latin America and Asia via DAN's other units in those regions, including Carat, iProspect and of course Dentsu itself. "We currently partner with independent partners [for media] and that is not ideal," said Becker. "This gives us a media powerhouse and propels our offering."
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