Dentsu's B2B creative agency gyro has appointed Rhys Taylor (pictured) as its new managing director for its Asia Pacific operations. Previously helming the role of regional head of strategy for gyro APAC, Taylor will report directly to Kieran Vye, gyro’s Asia Pacific CEO, in his new role.
As managing director, Taylor will work closely with the existing leadership team. The team includes regional head of growth Yasmine Mansour, regional head of media Rimi Sweis, Francesca Babet, who heads up Singapore operations and Christine Mills who helms Australia/New Zealand operations. Together, the team is said to be at pole position to set the future direction of the business, and further evolve how gyro value-adds to its client offerings.
Meanwhile, gyro’s strategy practice will be led by Uzma Atcha, who joined the business earlier in the year. According to Taylor, she will be tasked to lead the roll-out of gyro’s IGNITION process and Merkle B2B’s LEN5 framework. “Atcha joined us seven days before our world plunged into lockdown due to the pandemic. Despite the challenges of remote working and isolation, has won the trust of key clients and the camaraderie of her colleagues." Taylor added.
Vye, said: “Coming into 2020, we were fortunate to have built a stellar team who worked tirelessly to develop new services to ensure our clients were armed with actionable plans, and access to practical resources, keeping them relevant during what turned out to be a year of unprecedented disruptions due to the pandemic.”
Vye added that with the new leadership team in place, coupled with the launch of Merkle B2B, the agency is set on redefining what modern marketing looks like in 2021 and beyond. Merkle, which was fully acquired by dentsu earlier this year, launched its B2B group named "Merkle B2B" in September. Merkle B2B is a collective of five companies, namely Merkle, gyro, Merkle | DWA, B2B International, and Digital Pi, a Merkle Company.
According to denstu, Merkle B2B embodies a strategic integration that delivers B2B brand creation and activation on a global scale, making it easier for marketers to enable end-to-end business marketing solutions. It is added that with this move, dentsu and Merkle can serve this largely untapped and underserved market, which it said represents a large and rapidly growing sector in the market.
Taylor's appointment comes has gyro see client wins in this past year. This year alone, the agency added CommScope into its client roll and was awarded projects with B2B clients including Mastercard, Magento Commerce and Marketo Engage, amongst others.
Last year, gyro also appointed also appointed former BBDO Singapore group creative director Theophilues Tan as its new executive creative director. Leading the expansion of gyro's offerings across the APAC region, Tan oversees a team of B2B integrated creative specialists and focuses on delivering integrated solutions for clients seeking innovative opportunities to address dynamic business needs.
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