Key executive: Rick Segal, CEO-North America
2009 revenue: $74.0 million
2009 b2b revenue: $59.2 million
Key clients: AVG, First Data, John Deere, LifeCell, USG
Major 2009 campaigns: AVG, “Aggregating Positive Messages,” online; John Deere, “High-Speed Dozer,” print, online, events; Delta Dental, “Look Deeper,” print, online, direct mail
Comments: Through a merger with London-based Gyro and acquisitions of Chicago-based agencies Fergus/Peters Group and Flow Creative, HSR tripled its revenue in 2009; added new clients, including AOL, Ashland Chemical, AVG, BP Solar and Hess Energy; won the Grand CEBA Award for its John Deere campaign and the BMA Silver Sledgehammer Award for a Pitney Bowes integrated campaign; 80% b2b
Last year was a big one for GyroHSR. The agency acquired its current name courtesy of the merger between HSR Business to Business, Cincinnati, and Gyro International, London, creating what the principals call the world's largest b2b agency. GyroHSR, with 17 offices across North America, Europe and the Middle East, logged $74.0 million in revenue for the year.
The agency also acquired Chicago-based Fergus/Peters Group and Flow Creative, and tallied 16 account wins. These successes came despite the severe recession.
“Last year was inarguably the most difficult year we've faced in 29 years, but in many ways it was our most bountiful year in terms of growth, opportunity and the advancement of our capabilities,” said Rick Segal, CEO-North America and b2b global practice leader.
Segal stressed that the expanded agency is “not just a confederation or loosely held network” but rather a tightly integrated operation that's positioned for continued international expansion.
Notable campaigns of 2009 included GyroHSR, San Francisco's efforts on behalf of AVG, a global cyber security solutions company. To demonstrate the popularity of AVG's products, GyroHSR developed the “Aggregating Positive Messages” campaign, which included a tool to capture and display favorable comments about AVG as real-time testimonials on the company's Web site.
To support the launch of heavy-equipment manufacturer John Deere's first High Speed Dozer, GyroHSR, Chicago, created a campaign that used the manufacturer's 35,000-square-foot exhibition space at the industry's largest trade show for a rock star-style unveiling. CNBC broadcast live from Deere's booth during the event.
The integrated effort on behalf of John Deere, which included print ads in trade publications, took home last year's Grand CEBA Award in American Business Media's annual awards competition.
For Delta Dental, GyroHSR, Cincinnati, developed the “Look Deeper” campaign. The effort included a microsite for human resources managers, offering everything from day-to-day resources to a guided RFP process. As a result, Delta Dental has been flooded with inquiries from corporate HR departments.
GyroHSR took home its share of kudos in 2009 in addition to the Grand CEBA. Last fall GyroHSR, Chicago, won Best in Show at BtoB's Best awards ceremony in New York for its John Deere campaign. GyroHSR, Cincinnati, won a CEBA Award for its Pitney Bowes campaign.
Among the agency's account wins last year were: AOL, Ashland Chemical, BP Solar and Hess Energy. The agency further strengthened its market position by adding new clients in such key growth verticals as health care, life sciences and technology.
“I'm coming out of the fourth recession of my career, and I'm already seeing that there is no sweeter time in business than when you start to come out of the trough,” Segal said. “This is when clients and their resources have the nerve to come back, produce new products and enter new markets. There's definitely a sense of a new springtime.” —C.H.
WINNER: BBDO New York
RUNNER-UP: Ogilvy & Mather
MENTION: Euro RSCG
|HONORABLE MENTION: PJA Advertising+Marketing|
|WINNER: Chempetetitive Group|
|RUNNER-UP: Schermer Kuehl|
|WINNER: MRM Worlwide|
HONORABLE MENTION: BusinessOnLine