In an economy of ideas, GSD&M takes ideas seriously. So seriously that the agency which handles clients like Southwest Airlines, BMW, MasterCard, and the PGA Tour, has made its sole mission to foster, harness, and focus the scarcest resource in business: great ideas. Spread across the 83,000 square-foot headquarters building called Idea City is a network for solutions. Said Roy Spence, CEO and Chairman GSDM “we’ll have the advertising-marketing component, we’ll have the purpose-based branding component, we’ll have all of our analytics models as a component. We will be the only major advertising agency that will have media planning, market account planning and creative inside of one city.” This is not the first time that GSDM is putting itself in the centre of the ideas business. This Fast Company article tells us that the agency has been pursuing the ideas business concept for a long time. In fact it’s campaign for BMW that repositioned the car company from being the “ultimate driving machine” to a “company of ideas” was conceived by GSDM. More here from AdAge.
