Thinking

Steve McCarron, MD of gyro Manchester, shares the secrets of how to build 'confident optimism' in business relationships.

When a generation looks to the top of business with the thought 'That's not what I want to be', it reflects the virtual and physical evolution of the nature of role models within creative leadership.

As the adage goes, professional lives and personal lives are best kept separate. In theory, it’s solid advice. But in business-to-business relationships, feelings and business are intrinsically linked. According to Christoph Becker, CEO + CCO of global B2B powerhouse gyro, “There needs to be a feeling of intimacy that exists. Igniting emotions is what ignites business decisions.”

The dilemma is acute: to transform marketing model in face of digital disruption. And this goes way beyond Cambridge Analytica and Facebook. Or Sir Martin Sorrell leaving WPP in such a sorry state that pundits are estimating its break up value to be greater than its total market cap.

While it is easy for marketers to get distracted by the power of data and technology, a new report reminds us what really drives business decisions: feelings.

Social Media Week New York had its strongest showing yet as many of the world’s biggest brands and agencies came together to talk about how the industry is transforming.

gyro Munich's Claudia Leischner on how businesses can make the most out of the ever-growing platform. 

gyro Germany's Claudia Leischner says video should always be at the top of the B2B marketing cache. 

Five people sitting in a room working to arrive at a consensus about a multi-million-dollar contract is an intense experience. Amid the botched dial-ins, bottled water and whiteboards is a heavy layer of stress and concern. That’s because business-to-business purchase decisions are high-value, high-risk, career-defining moments. The reality is nearly all of the people sitting around the table and calling in on Skype have already made up their minds before the purchase group is even established.