The awesome, strange, hilarious, heartbreaking, delightful meaning of creativity.
Within gyro we have world-class data capabilities.
We can say exactly where the decision-makers are. We know how they buy. We can track their interactions.
We can paint customer profiles one-by-one with hundreds of data points.
It’s powerful stuff and we use it, creatively and inventively, every day to help bring our clients’ brands together with the right people at the right time.
But proximity is not the same thing as closeness.
There has to be a spark of connection – some kind of meaning in the moment.
This is the last 1% of the journey – and it’s more important than all the rest, because it’s the part that translates the power of our data into the magic of persuasion.
It is the part for which there is no algorithm.
Because feelings cannot be conjured out of numbers.
They are born in stories. They live in shared experiences. They are ignited by invention and surprise, empathy and delight.
That’s why the source material for what we do at gyro will always be as large as life itself. And our pool of talent will extend ever further beyond the boundaries of a conventional creative department.
Our quest is to find the most wonderful ideas on the planet: humanly relevant ideas. What we’re looking for can come from anywhere – and be anything. But ultimately, everything we do for our clients must pass the same test: Either you feel it or you don’t.
That’s what we mean when we use the word creativity.