BlackBerry Taps Gyro


The New York Times reported today that BlackBerry has named a new company to handle it’s worldwide marketing. BlackBerry has chosen Gyro to help reintroduce the BlackBerry brand.

So who is Gyro

What a time to be alive

The bright new technologies of now are bringing humans together as never before. In just one click we can share our innermost thoughts with a million other minds.

We can swap pictures of kittens. We can bring down governments.

We should feel like gods.

But somehow we don’t.

Because mostly what we feel is numb.

It seems we’ve switched on something that we can’t switch off. The current of information is endless now; it knows where we work and it follows us home. It bombards us with multi-channel assaults on our time and attention, and the more it continues the more desensitised we become.

So the big question is this: in a world made numb by digital noise, what can any business or brand do to make itself relevant again? Why should anyone care?

It is the question we reinvented our company to answer.

After three decades helping world-class businesses succeed, we have had the courage to change our culture.


The kind of ideas our clients need now can come from anywhere and take any form, so we’ve swept away the ‘creative apartheid’.

These times demand a company with unconventional DNA, a collective of influencers, curators, editors, thinkers, inventors and producers.

With all the energy, excitement and passion of a start-up – we have created a global ideas shop.

We are 600 creative minds strong, spread across continents, acting as one. United by a single mission:

To create ideas that ignite.

These unstoppable ideas fired by emotion are behind everything we want to achieve for our clients. Emotion is the key to intimacy between businesses, brands and people. It’s there in every choice humans make, whether they’re buying laptops or signing million dollar contracts.

Ideas that ignite emotions are ideas that ignitebusiness decisions.

And our right to exist as a company depends on our ability to find those expansive ideas – on every project we’re given, every single day we come to work.

We will never be afraid to do whatever it takes to make businesses and brands matter to people again.

We are gyro.

Sounds good doesn’t it? Perhaps they will market BlackBerry better than their previous partner BBDO Worldwide.

Gyro has offices in such exotic locations as Amsterdam, Dubai, Paris, Madrid, Singapore, Cincinnati, London, and New York! Wait, Cincinnati? Yeah, they do, I didn’t make that up.

B2B has ceased to be

Business-to-business, affectionately known to its friends in the advertising industry as B2B, is dead.


Many are still in denial about this fact, but truly, it’s over. We should know; we’ve been closer to B2B than anyone else.

We grew up together.

23 times in the last 16 years the critics have cited gyro as
the “Top B2B Agency” in both Europe and the US (including twice
in the last 12 months alone).

But we saw the end coming, so it falls to us to announce it to the world.

Death was inevitable when people began to carry their telecommunications and computing power with them. From that point “The Firm” lost its place as the organizing principle of business.

If you really want to influence business decisions, from now on you have to reach and persuade the real seat of power: the individual. Your new customer is not a corporate entity. It’s an independently minded, highly connected, always emotional human being.

And the new arena for business communications is now far bigger than the workplace. This is because work is no longer a place; it’s a state of mind. The connectedness of modern life sees no boundaries between work and home; it’s all part of the work-life continuum. People can be as leaned forward and as actively engaged in their decisions-making as they need to be – wherever they happen to be. And our task at gyro is to understand this ‘@Work State of Mind’ better than anyone else in the world, so we can best ignite the emotions that cause decision-makers to shout, “Yes!”

We ignite emotions in business minds

Gyro’s customers include HP, Fed Ex, John Deere, SAP, Audi, eBay, and Du Pont. Here’s hoping for a successful partnership, and here’s hoping I start to see advertising here in the states! If you’d like to check out Gyro yourself, click here.


Founder & Owner of UTB Blogs. Former BlackBerry Elite. When I'm not talking or writing about BlackBerry, you'll find me using my BlackBerry.