Dean Woolley, creative director of healthcare agency Woolley Pau, part of the GyroHSR network.
Trying to do the right thing inevitably leads to solutions which have already been tried. That s what happens when we use a frame of reference based on the past . Instead , we should ask what s the wrong thing to do? The answers might lead to interesting new solutions .
Lets say our brand is a contraceptive, whats the most ridiculous thing we can think up?
What about marketing it to nuns?
Well, thats obviously an outrageous idea; …

The Final Destination Communication
T-Mobile was considered a consumer brand that appeals to a young audience (16-25). The challenge for GyroHSR was to change the perception of T-Mobile for businesses and show that they offer as good a service and price plan as their competitors . The resulting insightful campaign positioned T-Mobile as a serious contender within the B-to -B market, and successfully stealing share from the current market leaders.
T-Mobile is a German telecommunications company and mobile phone provider. It recently merged with Orange to become the largest mobile operator …

Our business has changed. The role of marketing is no longer to interrupt con versations , but to contagiously ignite them. To shift brands from broadcasters to participants . We believe that the single biggest thing that we need to remember is that modern marketing is about making peoples lives better.
What does that changed dynamic mean for traditional approaches to strategy and creative. What changes, what remains constant?
The Planners View: Focus on Behaviour and Context
As advertising has changed, so have the roles of strategists and planners. We must go …

You might have guessed from our front co ver that weve loosely themed this issue around Bonfire Night (or Guy Fawkes Night). For our non-British readers, this is a tradition in Britain and indeed some former colonies which dates back to the 5th November 1605 and marks a failed plot to destroy the Houses of Parliament. To this day the tradition is continued with bonfires and fireworks (and, inevitably , the odd casualty ).
The link between what we do at GyroHSR and the planned blowing-up of Parliament is …

In the last decade we have seen a growing trend for procurement’s involvement in the selection of marketing agencies. Hot on the heels of this latest recession, the role of procurement has dramatically increased in importance, and not just within public sector organisations. Here he shares his thoughts on the increasing importance of procurement and its relationship with marketing departments and agencies.

When you mention the name technicolor to most people they immediately think of classic hollywood movies. The wizard of oz was one of the earliest big features to be filmed in glorious technicolor and set new standards in colour usage in film. In 1939 the company itself won a special academy award oscar for its services to the motion picture industry and its advances in bringing three colour features to the big screen.

Based in palo alto, ca, vmware is the global leader in virtualisation. Vmware technologies is the driving force in the emerging market known as cloud computing. With a large transformation occurring in the market, robin matlock, vice president, corporate marketing at vmware, knew the time was right for a new marketing campaign.

Richard Mabbott was acting as facilitator for the meeting and laid out cases for both brand and demand. But first he explained the catalyst for the whole event: throughout 2009, he stated he had attended numerous planning meetings with clients where creative work was presented and generally well received. However, he had noticed that in a large percentage of cases, the client was asking for the brand line to be reduced or omitted altogether…

We were delighted to welcome the right honourable the Lord Michael Heseltine to our event. as both a noted entrepreneur (founder of one the UKs largest publishing companies haymarket) and one of the longest serving cabinet members in British history, he was perfectly placed to address the question: do politics and business mix?

Well i know its not really a new year as such, as at the time of writing we are hurtling towards the end of the first quarter, however the sentiment of new year, new start still applies…