Roy Spence

Co-founder of GSD&M, CEO of The Purpose Institute, Advertising Hall of Fame

Travels From Travels From:
Austin, TX, USA
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Roy Spence Biography

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.

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Speaker profile last updated by AAE Talent Team on 09/24/2024.

Roy Spence Speaking Topics

  • The Power of Purpose in Business, Life and the Life of America

Roy Spence Videos

  • Roy Spence With Matthew McConaughey | The Power of Purpose in ...
    In today’s world of hyper-connectivity, people are feeling more disconnected from themselves and their core Purpose—both in life, in their work...
  • Expert Tips for Work and Life from Roy Spence
    We’re back with another episode of The Creative Fix, where Dhinuka catches up with the legendary Roy Spence. As one of the co-founders of GSD&M,...
  • Roy Spence: 2017 CEO Summit
    Roy Spence, Chairman and Co-founder of The Purpose Institute and Co-founder of GSD&M, unveils his latest initiative, The Promise Land Project to...

Roy Spence Books

  • The 10 Essential Hugs of Life
    The 10 Essential Hugs of Life
  • It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business Is Driven by Purpose
    It's Not What You Sell, It's What You Stand For: Why Every Extraordinary Business Is Driven by Purpose
  • The Amazing Faith of Texas: Common Ground on Higher Ground
    The Amazing Faith of Texas: Common Ground on Higher Ground

FAQs on booking Roy Spence

  • How do I book Roy Spence to speak at my event?

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  • What are the speaker fees for Roy Spence

    Speaking fees for Roy Spence, or any other speakers and celebrities, are determined based on a number of factors and may change without notice. The estimated fees to book Roy Spence are for live events and for virtual events. For the most current speaking fee to hire Roy Spence, click the Check Availability button above and complete the form on this page, or call our office at 1.800.698.2536 to speak directly with an experienced booking agent.
  • What topics does Roy Spence speak about?

    Roy Spence is a keynote speaker and industry expert whose speaking topics include Authors, Business, Business Leadership, Culture, Entrepreneurship, Ethics & Integrity, Innovation, Inspirational, Leadership, Marketing, Motivational, Sales.
  • Where does Roy Spence travel from?

    Roy Spence generally travels from Austin, TX, USA, but can be booked for private corporate events, personal appearances, keynote speeches, or other performances. For more details, please contact an AAE Booking agent.
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    AAE Speakers Bureau has successfully booked keynote speakers like Roy Spence for clients worldwide since 2002. As a full-service speaker booking agency, we have access to virtually any speaker or celebrity in the world. Our agents are happy and able to submit an offer to the speaker or celebrity of your choice, letting you benefit from our reputation and long-standing relationships in the industry. Please click the Check Availability button above and complete the form on this page including the details of your event, or call our office at 1.800.698.2536, and one of our agents will assist you to book Roy Spence for your next private or corporate function.
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Roy Spence is a keynote speaker and industry expert who speaks on a wide range of topics such as The Power of Purpose in Business, Life and the Life of America. The estimated speaking fee range to book Roy Spence for your event is $20,000 - $30,000. Roy Spence generally travels from Austin, TX, USA and can be booked for (private) corporate events, personal appearances, keynote speeches, or other performances. Similar motivational celebrity speakers are Tim Sanders, Afdhel Aziz, Gary Vaynerchuk, Paul Orfalea and Harvey Mackay. Contact All American Speakers for ratings, reviews, videos and information on scheduling Roy Spence for an upcoming live or virtual event.

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