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Roy Spence

Co-Founder & Chairman of GSD&M, An Advertising Agency, and The Purpose Institute

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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 chairman of The Purpose Institute, a consultancy whose goal is to help leaders and companies recognize their values and purpose and then realize them.

In 1971, alongside three other soon-to-be-graduates of the University of Texas at Austin, Spence started an advertising agency in Austin, Texas, which, at the time, was a funky little college town known primarily for hippies and armadillos. Their simple business plan was to stay together, stay in Austin, and use the power of marketing to make a difference. Almost 50 years later, Spence and his partners are still together, still in Austin, and still trying to make a difference. Spence signs every letter with the words, “Ride at Dawn.” That’s not just a sign‐off, it’s a manifesto -- a call‐to‐action to live life to the fullest every day.

Spence and his partners built GSD&M from scratch into a marketing, advertising, and idea machine. GSD&M has advised and consulted with Herb Kelleher, the founder of Southwest Airlines; Sam Walton, founder of Walmart, BMW, PGA Tour, John Deere, and the U.S. Air Force.

Spence’s passion is entrepreneurship, which he refers to as “the miracle of America.” He deeply believes that when America is at her best, it does not matter what your last name or zip code is. If you can dream it, you can build it. Spence is also co-founder and CEO of The Purpose Institute, which is also based in Austin. The Purpose Institute is singularly focused on discovering the higher calling, purpose, and core values that define and shape an organization’s culture.

Along with Haley Rushing, Spence co‐authored the best‐selling book, "It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business is Driven by Purpose." He has also authored "The 10 Essential Hugs of Life," a collection of heartwarming stories about the need for gratitude and love.

In 2018, Spence founded The Promiseland Project, the purpose of which is to unleash the power of purpose‐inspired marketing and messaging to help bridge the massive cultural divide in America. The Promiseland Project is a large and diverse group of purpose‐driven communications professionals from all over America whose passion is a unified America. The goal is to inspire and engage the American people to help move America from the dark winter of political and cultural division into a bright new dawn of a culture of the collective "us." One of the key drivers of The Promiseland Project is the deep belief that American cities will be the drivers of innovation, new ideas, and solutions to America’s most pressing issues.

Spence is also a Gallup Senior Adviser as Gallup’s expert on purpose and a champion of Clifton’s Strengths Movement. Over 14 million people around the world have taken Clifton’s StrengthsFinder assessment, all in the effort to help people everywhere discover and then play to their strengths in work and life.

Spence has been inducted into the American Advertising Federation Hall of Fame. He has also had the honor of being named “Adman of the Century” by Texas Monthly magazine and Distinguished Alumnus of the University of Texas at Austin. He is a member of the University of Texas McCombs School of Business Hall of Fame and he serves on the board of the Lyndon Baines Johnson Foundation.

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Videos
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

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

News
FAQs
  • HOW TO BOOK Roy Spence?

    Our booking agents have successfully helped clients around the world secure talent like Roy Spence for speaking engagements, personal appearances, product endorsements, or corporate entertainment for over 15 years. The team at All American Entertainment represents and listens to the needs of organizations and corporations seeking to hire keynote speakers, celebrities or entertainers. Fill out a booking request form for Roy Spence, or call our office at 1.800.698.2536 to discuss your upcoming event. One of our experienced agents will be happy to help you get pricing information and check availability for Roy Spence or any other celebrity of your choice.
  • HOW MUCH DOES IT COST TO BOOK Roy Spence?

    Booking fees for Roy Spence, or any other speakers and celebrities, are determined based on a number of factors and may change without notice. Pricing often varies according to the circumstances, including the talent's schedule, market conditions, length of presentation, and the location of the event. Speaker fees listed on this website are intended to serve as a guideline only. In some cases, the actual quote may be above or below the stated range. For the most current fee to hire Roy Spence, please fill out the booking request form or call our office at 1.800.698.2536 to speak with an experienced booking agent.
  • WHO IS THE AGENT FOR Roy Spence?

    All American Entertainment has successfully secured celebrity talent like Roy Spence for clients worldwide for more than 15 years. As a full-service talent 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. Fill out the booking request form 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.
  • WHAT IS A FULL-SERVICE TALENT BOOKING AGENCY?

    All American Speakers is a "buyers agent" and exclusively represents talent buyers, meeting planners and event professionals, who are looking to secure celebrities and speakers for personal appearances, speaking engagements, corporate entertainment, public relations campaigns, commercials, or endorsements. We do not exclusively represent Roy Spence or claim ourselves as the exclusive booking agency, business manager, publicist, speakers bureau or management for Roy Spence or any other speaker or celebrity on this website. For more information on how we work and what makes us unique, please read the AAE Advantage.
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This website is a resource for event professionals and strives to provide the most comprehensive catalog of thought leaders and industry experts to consider for speaking engagements. A listing or profile on this website does not imply an agency affiliation or endorsement by the talent.

All American Entertainment (AAE) exclusively represents the interests of talent buyers, and does not claim to be the agency or management for any speaker or artist on this site. AAE is a talent booking agency for paid events only. We do not handle requests for donation of time or media requests for interviews, and cannot provide celebrity contact information.

If you are the talent, and wish to request removal from this catalog or report an issue with your profile, please click here.

Roy Spence

Co-Founder & Chairman of GSD&M, An Advertising Agency, and The Purpose Institute

Travels From:
Austin, TX, USA
Speaking Fee:

Roy Spence Biography

Roy Spence is the co-founder and chairman of the advertising agency GSD&M and the co-founder and chairman of The Purpose Institute, a consultancy whose goal is to help leaders and companies recognize their values and purpose and then realize them.

In 1971, alongside three other soon-to-be-graduates of the University of Texas at Austin, Spence started an advertising agency in Austin, Texas, which, at the time, was a funky little college town known primarily for hippies and armadillos. Their simple business plan was to stay together, stay in Austin, and use the power of marketing to make a difference. Almost 50 years later, Spence and his partners are still together, still in Austin, and still trying to make a difference. Spence signs every letter with the words, “Ride at Dawn.” That’s not just a sign‐off, it’s a manifesto -- a call‐to‐action to live life to the fullest every day.

Spence and his partners built GSD&M from scratch into a marketing, advertising, and idea machine. GSD&M has advised and consulted with Herb Kelleher, the founder of Southwest Airlines; Sam Walton, founder of Walmart, BMW, PGA Tour, John Deere, and the U.S. Air Force.

Spence’s passion is entrepreneurship, which he refers to as “the miracle of America.” He deeply believes that when America is at her best, it does not matter what your last name or zip code is. If you can dream it, you can build it. Spence is also co-founder and CEO of The Purpose Institute, which is also based in Austin. The Purpose Institute is singularly focused on discovering the higher calling, purpose, and core values that define and shape an organization’s culture.

Along with Haley Rushing, Spence co‐authored the best‐selling book, "It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business is Driven by Purpose." He has also authored "The 10 Essential Hugs of Life," a collection of heartwarming stories about the need for gratitude and love.

In 2018, Spence founded The Promiseland Project, the purpose of which is to unleash the power of purpose‐inspired marketing and messaging to help bridge the massive cultural divide in America. The Promiseland Project is a large and diverse group of purpose‐driven communications professionals from all over America whose passion is a unified America. The goal is to inspire and engage the American people to help move America from the dark winter of political and cultural division into a bright new dawn of a culture of the collective "us." One of the key drivers of The Promiseland Project is the deep belief that American cities will be the drivers of innovation, new ideas, and solutions to America’s most pressing issues.

Spence is also a Gallup Senior Adviser as Gallup’s expert on purpose and a champion of Clifton’s Strengths Movement. Over 14 million people around the world have taken Clifton’s StrengthsFinder assessment, all in the effort to help people everywhere discover and then play to their strengths in work and life.

Spence has been inducted into the American Advertising Federation Hall of Fame. He has also had the honor of being named “Adman of the Century” by Texas Monthly magazine and Distinguished Alumnus of the University of Texas at Austin. He is a member of the University of Texas McCombs School of Business Hall of Fame and he serves on the board of the Lyndon Baines Johnson Foundation.

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

Speaker Lists Featuring Roy Spence

Roy Spence Speaking Topics

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

FAQs on booking Roy Spence

  • How to book Roy Spence?

    Our booking agents have successfully helped clients around the world secure talent like Roy Spence for speaking engagements, personal appearances, product endorsements, or corporate entertainment for over 15 years. The team at All American Entertainment represents and listens to the needs of organizations and corporations seeking to hire keynote speakers, celebrities or entertainers. Fill out a booking request form for Roy Spence, or call our office at 1.800.698.2536 to discuss your upcoming event. One of our experienced agents will be happy to help you get pricing information and check availability for Roy Spence or any other celebrity of your choice.
  • How much does it cost to book Roy Spence?

    Booking fees for Roy Spence, or any other speakers and celebrities, are determined based on a number of factors and may change without notice. Pricing often varies according to the circumstances, including the talent's schedule, market conditions, length of presentation, and the location of the event. Speaker fees listed on this website are intended to serve as a guideline only. In some cases, the actual quote may be above or below the stated range. For the most current fee to hire Roy Spence, please fill out the booking request form or call our office at 1.800.698.2536 to speak with an experienced booking agent.
  • Who is the agent for Roy Spence?

    All American Entertainment has successfully secured celebrity talent like Roy Spence for clients worldwide for more than 15 years. As a full-service talent 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. Fill out the booking request form 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.
  • What is a full-service talent booking agency?

    All American Speakers is a "buyers agent" and exclusively represents talent buyers, meeting planners and event professionals, who are looking to secure celebrities and speakers for personal appearances, speaking engagements, corporate entertainment, public relations campaigns, commercials, or endorsements. We do not exclusively represent Roy Spence or claim ourselves as the exclusive booking agency, business manager, publicist, speakers bureau or management for Roy Spence or any other speaker or celebrity on this website. For more information on how we work and what makes us unique, please read the AAE Advantage.

Roy Spence is a keynote speaker and industry expert who speaks on a wide range of topics . The estimated speaking fee range to book Roy Spence for your event is $30,000 - $50,000. 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 Peter Diamandis, Guy Kawasaki, Bill Capodagli, Seth Godin and Pat Williams. Contact All American Speakers for ratings, reviews, videos and information on scheduling Roy Spence for an upcoming event.

Roy Spence Speaker 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 and even in their country—than maybe ever before.
    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 has helped countless companies find their...
  • 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 participants at the 2017 Conscious Capitalism CEO...

Roy Spence Speaking Topics

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

Roy Spence News

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Speakers Similar to Roy Spence

This website is a resource for event professionals and strives to provide the most comprehensive catalog of thought leaders and industry experts to consider for speaking engagements. A listing or profile on this website does not imply an agency affiliation or endorsement by the talent.

All American Entertainment (AAE) exclusively represents the interests of talent buyers, and does not claim to be the agency or management for any speaker or artist on this site. AAE is a talent booking agency for paid events only. We do not handle requests for donation of time or media requests for interviews, and cannot provide celebrity contact information.

If you are the talent, and wish to request removal from this catalog or report an issue with your profile, please click here.

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