THE BOOK by gyro London for Gyro

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THE BOOK

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United Kingdom
Agency gyro London
Creative Director Dean Woolley
Released May 2011

Credits & Description

Category: Self Promotion
Advertiser: GYRO
Product/Service: CREATIVE AGENCY
Agency: GYRO
Chief Executive Director/Chief Creative Officer: Christoph Becker (Gyro)
Creative Director: Dean Woolley (Gyro)
Head Of Art: Max Lucci (Gyro)
Marketing Director - EMEA: Patrick Danaher (Gyro)
Media placement: Print - 60,000 Of Our Disposable Newspaper In English, French, German, Spanish And Chinese. - May 4th, 2011
Media placement: Experiential - Handed Out Hundreds Of Copies Of Our Book To Marketing And Advertising Graduates At Graduate Recruit - June, July And August 2011
Media placement: Direct - Client And Prospect Mailer To Over 5,000 Contacts, Tier One Contacts Had A Handwritten Letter On The - September, October & November
Media placement: Internal Communications - Held A Live Video-Conference Linking Each One Of Our 17 Offices Around The World. We Launched Gyro I - May 4th, 2011
Media placement: Events - Held And Attended Over 20 Events Around The World, Reaching An Audience In Excess Of 10,000, Each Of - May To January 2012

Describe the brief from the client
We formed when 2 agency-networks merged, creating a global ideas shop, an agency with unconventional DNA driven to create 'humanly relevant' ideas. Our identity had to be intellectually sophisticated, rather than visual. Our identity is raw, honest, naked and open; everything but corporate and hierarchical. Its form celebrates content and relevance. There’s no gloss, and nowhere an agency-arrogance can hide. The brief was to promote ‘our universe’ in a way both honest to our identity and culture, and relevant and memorable to our audience.

Describe the challenges and key objectives
Why does the world need another advertising agency? We set out to answer this. We had to create a piece of communication that represented something different: an agency with a purpose, with a role, and with an instantly recognisable creative signature. Furthermore, our communication needed to live in the real world as most people do not live online. We experience emotion and connections in person, and this piece needed to live there too. It also had to be 100% green.

Describe how you arrived at the final design
Seeking to create something truly memorable, we created the cheapest, most disposable anti-corporate 'brochure'. Printing on newsprint, the ink got on your fingers. The 2-dots of our logo became a visual theme, showcasing our agency skills. Costing 10p each, we educated our industry with our message on a totally recyclable piece of communication. Each passage of copy and strand of artwork was created in a way that removes the gloss, the tedious sophistication, and the needless attitude, everything that makes us numb to what brands have to say. Our book is a piece of communication that celebrates our agency’s unique cultural DNA.

Give some indication of how successful the outcome was in the market
Every office and every person in our network uses the book. It’s transformed how we sell our business. In fact, we’ve done away with Power Point creds, and we now only present our brochure/book. This radical and brave move is because of the belief in every page and every word it contains. Since launch, we’ve won major accounts with FedEx, Lincoln Financial, L’Oreal, PNC Bank, SAP, Aon Hewitt, Newell Rubbermaid, E.On and HP. As prospective clients' first experience of our agency is with it, we are selling a culture with a purpose. It's winning us both talent and clients.

Our Book is the single most important asset we own. It’s used to secure talent, intrigue journalists, grow clients and capture prospects. Most importantly it acts as a visual-statement of our culture, what we call UNO. Our Book is more than a company brochure could ever be. It represents who we are and what we’re aiming to achieve.

Our Book:

- Secured the global Google+ Business account – we pitched our Book and landed the account in the meeting
- Helped secure a refinancing package for the agency on the strength of our agency culture represented in the Book
- Recruited over 50 creatives from around the globe

The role of our Book is far-reaching - new talent entering our global ideas shop use it as a sign of their commitment to our UNO culture; each instinctively having their photo taken with it on their first day.