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 …

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 …

The global marketing services industry is worth in excess of a trillion dollars; the top five players alone directly employ over 300,000 people and have collective revenues in excess of $50 billion.
The UK market has over 7,000 agencies, all vying to work with the same top 1,000 brands. The business model they operate is simple; get the big brands, sell them big ideas and generate big bucks. However, with such fierce competition generated by the abundance

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.

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.

In the inaugural version of the Channel Insights series, Scott Gillum, SVP of Channel Marketing discusses how industry leaders are recognizing the opportunity to create a sustainable competitive advantage by evolving to the new collaborative partner-marketing model.
In nearly every industry, business partners play an important role in a companys distribution and go-to-market strategy; and no industry relies on partnership channels more than hi-tech. Third party sales channels from independent agents to independent software vendors (ISV) are essential for reaching key market segments like small and medium businesses (SMB) …

Simon drew on his B-to-C experience to underline how both brand and demand have their part to play in a successful marketing campaign.

Simon disarmed his audience by admitting that he knew virtually nothing about I.T., very little about the public sector and not a lot about B-to-B! However he informed them that he had worked on several very successful B-to-C marketing campaigns which may prove relevant to them. One in particular highlighted that when you combine Brand and Demand it really can work…

Rebecca gave the brand v demand audience plenty to think about with a detailed speech on the importance of carbon management.

Rebecca said that whilst its understandable that a lot of companies green credentials have slipped down the agenda during the recession, to ignore them now that the shoots of recovery are starting to sprout would be pure folly…

Michael spoke from personal experience and gave an overview of how Pearson VUE provides assessment, testing and examination services. they create and deliver tests and exams worldwide for clients such as academic institutions, I.T. giants, medical schools, financial services licensing, government bodies and, probably most famous of all, the UK driver theory test…

Peter began by reiterating that David Brown was still very definitely an engineering business and that engineering was a core competence, embedded in the companys DNA. Over the last ten years under American ownership it became very operationally focused and perhaps a little detached from the market. Under new ownership since november 2008, David Brown now has the freedom to become much more aligned to market opportunity which is key…