Roy Spence

Roy Spence is the co-founder and chairman of the advertising agency GSD&M and the co-founder and CEO of The Purpose Institute, a consultancy focused on helping leaders and organizations identify and embody their core values and purpose.

In 1971, Spence and three fellow University of Texas at Austin students founded GSD&M in Austin, Texas. Initially started as a small venture in a city known more for its eclectic culture than its business environment, the agency was built on a commitment to use marketing to make a positive impact. Nearly five decades later, this vision continues to guide Spence and his partners, who remain committed to the agency and its mission. Spence encapsulates this ethos in his trademark sign-off, "Ride at Dawn," which he views as a call to live passionately and purposefully each day.

Under Spence's leadership, GSD&M has become a significant force in marketing and advertising, consulting for influential figures and brands such as Herb Kelleher of Southwest Airlines and Sam Walton of Walmart, as well as companies like BMW, the PGA Tour, and the U.S. Air Force. Spence's passion for entrepreneurship shines through in his work, rooted in the belief that in America, anyone can achieve their dreams regardless of background.

Spence also leads The Purpose Institute in Austin, dedicated to discovering the essential purpose that drives an organization's culture. Along with Haley Rushing, he co-authored the Wall Street Journal best-selling book, "It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business is Driven by Purpose." He is also the author of "The 10 Essential Hugs of Life," which explores the power of human connection and gratitude.

Additionally, Spence founded The Promiseland Project in 2018. This initiative aims to use purpose-driven marketing to bridge cultural divides in America, promoting unity and collective action. It represents a group of purpose-driven communication professionals from across the country working towards a more unified America.

Spence serves as a Senior Adviser for Gallup, specializing in purpose, and is a proponent of the Clifton Strengths Movement, which has helped over 14 million people worldwide identify and leverage their strengths. His contributions to the advertising field have been recognized extensively, including induction into the American Advertising Federation Hall of Fame, being named “Adman of the Century” by Texas Monthly, and receiving accolades as a Distinguished Alumnus of the University of Texas at Austin, where he also serves on the board of the Lyndon Baines Johnson Foundation.