8 December 2005

What's Your Company's Purpose?

The creator of ads for Wal-Mart, Southwest Airlines, and the U.S. Air Force tells why a business' purpose should be sacred and what to do if its leadership gets off track

A GMJ Q&A with Roy Spence, president of advertising agency GSD&M
Roy Spence, the creator of ads for Wal-Mart, Southwest Airlines, BMW, and the U.S. Air Force -- among other major organizations -- tells how a sense of purpose can sustain a business. In a candid interview, "Reverend Roy" also offers blunt opinions on why values connect with customers but morals don't, and how advertising can have value in a fractured media world.
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