GSD&M

GSD&M is an advertising agency headquartered in Austin, Texas, United States. It was founded in 1971 by graduates of University of Texas at Austin – Roy Spence, Judy Trabulsi, Tim McClure and Steve Gurasich, and others, as AdVantage Associates.[7] After the 1972 political campaign for former Texas Senator Ralph Yarborough, it re-organized with the 4 principals, as GSD&M. Since 1998, GSD&M has been part of the Omnicom Group. A satellite office is located in Chicago, Illinois.

GSD&M
TypePublic
IndustryAdvertising
Founded1971
HeadquartersAustin, Texas,
United States
Key people
  • Duff Stewart
  • (CEO)
  • Marianne Malina
  • (President)
  • Jay Russell[1]
  • (EVP/CCO)
  • J.B. Raftus[2]
  • (EVP/CMO)
  • Steve Gurasich[3]
  • (co-founder)
  • Roy Spence[4]
  • (co-founder)
  • Judy Trabulsi[5]
  • (co-founder)
  • Tim McClure[6]
  • (co-founder)
Number of employees
400+
Websitewww.gsdm.com

Clients

Longtime clients include: Southwest Airlines [8] (30+ years), the PGA Tour (20+ years), Lennox International (15+ years), AT&T (15+ years), the U.S. Air Force,[9] (10+ years). Other notable clients include Walgreens,[10] PetSmart,[11] Northwestern Mutual,[12] Popeyes,[13] and Goodyear.[14]

Recently the agency was awarded the business for Chipotle[15] and Hampton Inn and Suites.[16]

History

The agency started with local retail accounts and expanded to more regional work. In 1986, the agency created the Don't Mess with Texas anti-litter slogan for the Texas Department of Transportation.

In the 1990s GSD&M began to acquire more national brands outside of Texas and was regarded as a "creative hot-shop."[17] The agency relinquished Chili's, DreamWorks, Frito-Lay, Fannie Mae and UnitedHealthcare in 2006–2007. The agency's Omnicom sibling, BBDO, was given the lead on the AT&T account, although GSD&M still has a portion of the business.

The agency was known as GSD&M until August 27, 2007 when it changed its name to GSD&M's Idea City.[18] "Idea City" was previously the name of the agency's Austin headquarters. The "Idea City" name was dropped from the firm name in January 2011.[19]

On February 5, 2009, GSD&M founder Roy Spence published It’s Not What You Sell, It’s What You Stand For. The book, co-authored with Haley Rushing, is a business book that suggests the key to high-performing organizations is that they have a purpose. Purpose, according to the book, is defined as “a definitive statement about the difference you are trying to make in the world.”

GSD&M uses "Purpose-based branding" in its approach to their clients.[20]

In 2001, following the September 11 attacks, the firm created the public service announcement short film I am an American for the Ad Council.[21]

In January 2016, Blue Bunny Ice Cream appointed GSD&M as its lead media partner.[22]

Wal-Mart

From 1987 until January 31, 2007, GSD&M was one of two agencies that held the Wal-Mart account. In October 2006, Wal-Mart moved its $580-million account to Draftfcb, but Draftfcb lost the account when, December 7, 2006, Wal-Mart fired two marketing executives who had led the account review and initiated a second review, alleging that the executives had accepted gifts from the agencies under consideration.

Draftfcb was not permitted to participate in the second review. GSD&M was invited to take part, but declined. "We helped build Wal-Mart from $11 billion in sales to $312 billion," said one of the agency's founders, Roy Spence. "We declare victory, and we are moving on."[23]

References
  1. Pathak, Shareen. "Beyond SXSW: A local agency exec's tour of the real Austin". Digiday. Retrieved 22 April 2015.
  2. Grisales, Claudia. "Austin Advertising Sector Surged in 2014". Austin American-Statesman. Retrieved 19 April 2015.
  3. http://www.referenceforbusiness.com/history2/24/GSD-M-Advertising.html
  4. http://www.referenceforbusiness.com/history2/24/GSD-M-Advertising.html
  5. http://www.referenceforbusiness.com/history2/24/GSD-M-Advertising.html
  6. http://www.referenceforbusiness.com/history2/24/GSD-M-Advertising.html
  7. http://www.referenceforbusiness.com/history2/24/GSD-M-Advertising.html
  8. Chicago Sun Times, June 6th 2006. “Southwest has an edge in Rare Fight”.
  9. https://www.adweek.com/agencies/u-s-air-force-retains-gsdm-with-741-million-contract/
  10. http://www.adweek.com/news/advertising-branding/walgreens-confirms-selection-gsdm-lead-creative-agency-140178
  11. http://adage.com/article/agency-news/petsmart-names-gsd-m-creative-shop-review/295123/
  12. http://adage.com/article/agency-news/northwestern-mutual-names-gsd-m-creative-agency/293967/
  13. AdWeek, “GSD&M Snares pair” http://www.adweek.com/aw/content_display/news/account-activity/e3ie4014cd99a43c45e582fc782c0451fd7
  14. http://www.campaignlive.com/article/goodyear-tire-talk-gsd-m/1334948
  15. http://adage.com/article/agency-news/chipotle-taps-gsd-m-media-creative/293465/
  16. http://adage.com/article/agency-news/gsd-m-named-creative-agency-hampton/294436/
  17. Imperato, Gina (October 1997). "Greetings from Idea City". Fast Company. Retrieved 2008-08-09.
  18. "Idea City: GSD&M Retools for the Future," Adweek Online December 27, 2007.
  19. "GSD&M Turning 40, Drops ‘Idea City’", AgencySpy, January 27, 2011.
  20. http://www.adweek.com/aw/content_display/news/agency/e3ia48763163f8b981b43639760b99647cf GSD&M Finds Renewed 'Purpose'
  21. Ad Council Classics: "I am an American"
  22. "Blue Bunny Picks GSD&M as Media Partner for Upcoming Brand Refresh". Retrieved 2018-06-11.
  23. Stuart Elliot, "Why an Agency Said No to Wal-Mart", New York Times December 15, 2006, p. C4.
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