 "Photo: Jason Sweeten")
Roy Spence did not choose advertising, it chose him.
When he and five friends from The University of Texas at Austin decided to start a business right out of college in 1971, the co-founder and president of GSD&M had just graduated with a degree in government and knew absolutely nothing about advertising.
When one of the college graduates in the group suggested advertising, Spence replied, "Great, what's that?" With no advertising experience under his academic belt but eager to learn, Spence and the others went head-on in a highly competitive field with confidence and a dash of luck.
It was this unfaltering enthusiasm to learn something new that has catapulted GSD&M (each letter stands for the last name of a founder) from a small Austin-based company to one of the most successful advertising companies in the nation. With almost 900 employees generating revenues of $1.7 billion, the company client roster includes AT&T, Chili's, Southwest Airlines and BMW.
Whereas other prominent advertising agencies tend to flock to New York City or Chicago, GSD&M have stuck to their roots and remained loyal Austinities.
"When we started the company we didn't know anything except that we wanted to stay together, stay in Austin and not work for anyone," Spence said.
Located on Sixth Street in the heart of downtown Austin, GSD&M's sleek, modern headquarters boast their beloved town as "The Idea City," just below their company name.
Spence alluded to Richard Florida's book, "Rise of the Creative Class," which ranked Austin as the No. 1 creative city in America.
"I really think more and more people are deciding where to live before deciding what to do," Spence said. "More and more people are realizing you are where you live."
Spence takes great pride in The Idea City, stating he loves living in a town that is always on the move, filled with great music and debate and remains "forever young."
In a city of ideas, everyone has the potential to create, to blur the edges of their profession with art or music, to learn about themselves and others, or to just have fun. Spence epitomized this concept with his own Texas-sized coffee table book, "The Amazing Faith of Texas," a colorful mosaic of all the different religions and faiths of Texans.
"After 9/11, I was looking around and seeing this kind of war about religion in our country and wondered if what unites us is really deeper than what divides us," Spence said. "I wondered if the special interest and media are playing up this war."
Spence and his friends got in a Winnebago to go find out.
Along for the Texas road trip was friend Mike Blair and photographer Randal Ford who contributed to "Don't Mess with Texas," a book by Spence and partner Tim McClure, based on the popular anti-litter campaign slogan coined by McClure of GSD&M.
"We went all over the state just interviewing people of every religion and every faith," Spence said. "We went for self-enlightenment with curious, open minds."
Spence attributes the traction the book has received to the self-identification of its readers to the subjects featured in the book.
"I think it hit a chord with people that made them say, 'Wow, there are so many people that are so different than me but so like me,'" he said.
Spence asserts the book proves three common threads among Texans, no matter what faith.
"People believe in their god but are tolerant of everyone else's. Pretty much everyone believes in the Golden Rule or some version of it and the values of charity, compassion, humility and forgiveness are all agreed upon," Spence said.
A greater sense of unity and dialogue around the world are Spence's aspirations for the next generation.
"I think the world is flat and fast. In the old days, you could have regional, religious conflicts in certain places, and it didn't affect us. We now know everything affects everyone - Internet, communications, transportation, information," Spence said.
Growing up in the small Central Texas town of Brownwood, Spence was raised by three mottos: no one is too good and everyone is good enough, make a difference in all that you do and fight for the things you believe in.
"I think it's just more fun when you can make a difference and not just make money," Spence said. "I never thought I would be doing this, I thought I would be in the Peace Corps!"
There were four times as many people at Spence's first UT football game than in his hometown.
"Everyone thinks Texas is so big, but I think it's small, meaning that you end up finding the things and people you love no matter how big or small a place," Spence said.
Spence attributes much of his creative evolution to his college experience.
"I found that if you believe in something, in an idea, and you are willing to take all the risks, you can get things done in college, especially at UT, because it's about freedom and responsibility." Coming to a self-proclaimed epiphany, Spence said, "I didn't realize it until now, but UT unleashed my creativity."
From fraternity life to business ventures to multimedia projects, Spence was able to be part of multiple groups on campus that helped not only educate him but also "enlighten" him, a word he frequents.
"College is supposed to enlighten you, free you of prejudice and ignorance, I think UT did a good job of this," Spence said.
Spence said he took a job waiting tables at sorority houses in an effort to catch a glimpse of girls in their pajamas. He said he narrowed his classes down in the first three weeks of school based on whether it was taught by a female teacher and if the final exam was essay style. Spence seemed to soak up college life without sweating the small stuff.
"Don't think too much about what you should do in your life. Go figure out what you're happy doing," Spence said. "Do what you love to do and focus on your passion."
Or in other words, let your profession choose you.
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