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gyro, the B2B-focused specialty agency acquired by Dentsu Aegis less than a year ago, went through a round of downsizing last week.

The precise scale of the staffing reduction is unclear, but we can confirm that it affected multiple offices across the U.S. network, which currently include New York, San Francisco, Washington D.C., Cincinnati, Chicago and Denver. Global chief strategy officer Patrick O’Hara appears to be the highest-ranking leader let go.

According to its home page, the agency currently employs around 700 across 17 offices around the world.

An agency spokesperson acknowledged that the downsizing occurred and that O’Hara is no longer with the agency but declined to elaborate. We haven’t heard too much about gyro since February, when the company’s New York headquarters hired former SS+K CCO Kash Sree as group creative director. O’Hara, who graduated from the University of Cambridge, was formerly a consultant who partnered with such agencies as BBDO, Co: Collective, JWT and KBS (where he also worked as a planner).

The Wall Street Journal broke the news of the Dentsu acquisition last July, calling gyro “one of the largest independent ad firms that specializes in business-to-business advertising.” The strategy behind the purchase was for Dentsu to “grab a piece of the growing spending on B2B marketing and advertising.” gyro had formerly been owned by private equity fund Pegasus Capital Advisors, which acquired the company for just under $100 million in 2008.

The changes that took place last week do not appear to be related to any specific piece(s) of business so much as the inevitable streamlining that follows most agency acquisitions.

Another key line from the WSJ report: “The deal will give gyro the resources it needs to expand into growing markets such as Latin America and Asia, said [CEO and CCO] Christoph Becker.”

Today the agency officially opened its first office in Australia nearly four months after Dentsu announced that it would be merging with the Interprise network in the Asia Pacific region.

Ancestry.com has hired Droga5 as its lead creative agency to help the brand shift from celebrating consumers’ family history to helping people use past records to inspire future decisions.

“We’re in the business of helping people understand themselves and where they come from, but we want to take the brand and lean it forward,” said Vineet Mehra, who joined Ancestry earlier this year as chief marketing officer. “We want to continue to celebrate our history with the unique purpose of inspiring people to do something differently with their lives and understand that our past is a big driver of where we want to go in the future.”

The genetic testing category has been growing, with competitors such as Color Genomics and 23andMe investing more money and expanding their services. 23andMe recently latched onto marketing for the forthcoming movie “Despicable Me 3” with an ad depicting super-villain Gru exploring his DNA. The spot, by agency Haymaker, features Gru finding family through 23andMe’s DNA Relatives Tool, where his results reflect the existence of his long-lost twin brother Dru.

Continue reading at AdAge.com

Ad Age “Media Guy” columnist Simon Dumenco’s media roundup for the morning of Friday, June 2:

In a major victory for the White House, people have momentarily stopped saying “Trump” and “Russia” in the same sentence, instead substituting a certain French city for the Eurasian country. In a rare occurence, your media scan today is about a single topic (President Trump’s decision to withdraw the U.S. from the Paris Climate Agreement), its aftermath and the media storm surrounding it. (In this parenthetical, though, a provocative headline from Newsweek just in case you still crave some Russia-related news: “Putin Vows Military Response to ‘Eliminate NATO Threat’ If Sweden Joins U.S.-Led Alliance.”) Anyway, let’s get started …

1. Here’s today’s front page of Paris-based newspaper Libration (with a subhead that translates to “Despite the warnings, Donald Trump has decided to release the United States from the Paris Climate Agreement”):

Continue reading at AdAge.com

Ancestry.com has hired Droga5 as its lead creative agency to help the brand shift from celebrating consumers’ family history to helping people use past records to inspire future decisions.

“We’re in the business of helping people understand themselves and where they come from, but we want to take the brand and lean it forward,” said Vineet Mehra, who joined Ancestry earlier this year as chief marketing officer. “We want to continue to celebrate our history with the unique purpose of inspiring people to do something differently with their lives and understand that our past is a big driver of where we want to go in the future.”

The genetic testing category has been growing, with competitors such as Color Genomics and 23andMe investing more money and expanding their services. 23andMe recently latched onto marketing for the forthcoming movie “Despicable Me 3” with an ad depicting super-villain Gru exploring his DNA. The spot, by agency Haymaker, features Gru finding family through 23andMe’s DNA Relatives Tool, where his results reflect the existence of his long-lost twin brother Dru.

Continue reading at AdAge.com

After blocking Google users from reading free articles in February, The Wall Street Journal’s subscription business soared, with a fourfold increase in the rate of visitors converting into paying customers. But there was a trade-off: Traffic from Google plummeted 44%.

That’s because Google search results are based on an algorithm that scans the internet for free content. After the Journal’s free articles went behind a paywall, Google’s bot only saw the first few paragraphs and started ranking them lower, limiting the Journal’s viewership.

Executives at the Journal, owned by Rupert Murdoch’s News Corp., argue that Google’s policy is unfairly punishing them for trying to attract more digital subscribers. They want Google to treat their articles equally in search rankings, despite being behind a paywall.

Continue reading at AdAge.com

In opening statements, a prosecutor said Mr. Cosby betrayed Andrea Constand’s trust, while his defense cited 53 phone calls she made to him after the alleged incident.

(TrendHunter.com) Now that consumers are ready for summer, makeup and personal care brands have been busy launching products to get them prepped for the heat—which many of these June 2017 cosmetic trends…

(TrendHunter.com) As the 2017 fitness trends reveal, exercise accessories are now just as important to a fun and successful workout as gym equipment itself.

For women, fitness accessories have moved beyond sports…