I’m intrigued by companies with strong core purpose and principles. Once such company is the advertising agency, GSD&M in Austin, Texas. This agency was founded in 1971 by four graduates of University of Texas at Austin: Steve Gurasich, Roy Spence, Judy Trabulsi, and Tim McClure.
While the founders recently retired, this agency remains the longest standing partnership in the advertising business. And over the 40+ years they have been in business, they have created bold, successful advertising for companies such as Southwest Airlines, the PGA Tour, AT&T, U.S. Air Force, John Deere, and Popeyes Louisiana Kitchen, hence my interest.
The story of this legendary agency is told by founder Roy M. Spence, Jr. in the book It’s Not What You Sell, It’s What You Stand For. Purpose, according to the book, is defined as a definitive statement about the difference you are trying to make in the world. For GSD&M, their guiding purpose statement is to do whatever it takes to grow our clients’ business so that they can fulfill their purpose.
The purpose statement is supported with six core value statements:
- Freedom & Responsibility – It’s in your hands.
- Curiosity – There’s got to be a better way.
- Winning – Play hard. Play fair. Play to win.
- Community – We’re all in this together.
- Integrity – It is what it is.
- Restlessness – Next.
The agency has furthered their purpose-driven culture by creating purpose-based branding as their approach to building their client’s businesses. At Popeyes, we have seen this work brilliantly, as GSD&M have developed a campaign that captures the essence of our brand and has built sales and guest visits for the last four years.
I don’t think this is an accident. When you know your purpose and principles, there is a good chance that they will result in work that stands apart from the crowd. This is the case for GSD&M.