CEO of GSD&M Idea City Roy Spence Explains How He Found Purpose For Writing His New Book, It's Not What You Sell, It's What You Stand For
Co-host Brad Forsythe interviews Roy Spence, coauthor of It’s
Not What You Sell, It’s What You Stand For. Roy is chairman and CEO of GSD&M Idea City, a leading
national marketing communications and advertising company that has helped grow
some of the world’s most successful brands.
1971, Roy and a group of friends founded the agency just after graduating from
the University of Texas at Austin. Roy led an effort to build an environment
where ideas are destined to flourish and making a difference was a priority
from day one. Under Roy’s leadership, the agency flew with Herb Kelleher and
Southwest Airlines and helped grow the most successful airline in aviation
history and rode with Sam Walton and Wal-Mart and helped build the largest
company in the world. They cooked with Norm Brinker and Chili’s and helped
serve up the most successful casual-dining restaurant in America and delivered
for Ed Whitacre and AT&T and helped produce the largest telecommunications
company in the world. And they declared “Don’t Mess with Texas,” creating one of
America’s favorite advertising slogans.
went on to work with Presidents George H.W. Bush and Bill Clinton to encourage
Americans to make a difference with disaster relief efforts. They work with the
Clinton Foundation and the Clinton Global Initiative in making a difference
around the world. And they brought perspective and unity to a damaged country
after 9/11 with the moving “I Am an American” pro-bono ad campaign. Through
their philosophy called Purpose-based Branding,™ GSD&M Idea City and
their Purpose Institute division help organizations identify, simplify and
articulate their purpose— the fundamental difference they’re trying to make in
the world and their reason for being beyond making money. Through purpose and
visionary ideas that make a difference, GSD&M Idea City is in the business
of growing clients’ businesses.
agency’s roster of purpose-based clients includes: Southwest Airlines,
MasterCard, BMW, John Deere, L.L.Bean, Kohler, American Legacy Foundation,
AARP, Hallmark, Lennox, Norwegian Cruise Line, PGA TOUR, American Red Cross,
World Market, AT&T, Popeyes Louisiana Kitchen, Marshalls, the United States
Air Force, Cancer Treatment Centers of America and Compass Bank.
Roy Spence has
been named Ad Man of the Year, Idea Man of the Century and University
of Texas Distinguished Alumnus,among other accolades.
September 2006, The Amazing Faith of Texas, a book by Roy Spence and the
People of Texas was published, and in 2007 he was named to the board of
directors of the Lyndon Baines Johnson Foundation. Roy has been interviewed by The
Wall Street Journal, USA Today, The New York Times, BusinessWeek, U.S. News
& World Report, Esquire, Fast Company, INC. and FORTUNE. A
popular keynote speaker, he regularly addresses audiences from throughout the
business, government and nonprofit communities. Roy and his wife, Mary, have
For entertaining advice join hosts Ray Schilens and Brad Forsythe for a lively and informative discussion.