Roy Spence is the co-founder of GSD&M, the legendary advertising agency behind some of the most iconic campaigns of our time. Roy has helped build enduring brands like Southwest Airlines, Walmart, the PGA Tour, and BMW, shaping the way millions of people experience business and culture. Over ...
Roy Spence is the co-founder of GSD&M, the legendary advertising agency behind some of the most iconic campaigns of our time. Roy has helped build enduring brands like Southwest Airlines, Walmart, the PGA Tour, and BMW, shaping the way millions of people experience business and culture. Over his storied career, he’s championed the idea that great companies don’t just sell products — they stand for something bigger, finding common ground and a purpose that unites people. His work has been celebrated not just for its creativity, but for its ability to inspire loyalty, trust, and lasting impact. Beyond advertising, Roy is a best-selling author, sought-after speaker, and has been a trusted advisor to several successful U.S. politicians. Today, he continues to share hard-won lessons on branding, leadership, and the power of purpose in building both companies and communities.
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00:00 The Power of Compromise and Purpose
01:25 The Journey of Entrepreneurship
03:42 Marketing as a Force for Good
08:22 Lessons from Iconic Brands
11:00 The Importance of Purpose in Leadership
12:55 The Make It Movement: Reigniting the American Dream
17:39 Game-Changing Advice for the Next Generation
22:38 Finding Common Ground in a Divided Nation
TMM Director / Series Creator - Elaina Slayton
Executive Producer - Jim Leslie
Producer - Bianca Zhou
Editor - Paul McAleavey
Camera - Cullen Fleming