Movin' on...with class

Posted by Growth Strategies Group in Dallas-Fort Worth-Arlington, TX on Apr 19, 2007

Thursday, February 15, 2007

undefined I have been meaning to give a public attaboy (as public as my blog gets) to an agency head with guts and class.

Roy Spence and his GSDM agency in Austin, Texas have done some wonderful things for a lot of clients, but they showed their real class by opting out of the Wal Mart review, an account that they’ve had since 1987, I believe.

Spurred by a spurious decision on the part of a new marketing chief, the account was put into review. The WalMart chief obviously doesn't understand the customer culture that Wal Mart serves so she announced that they were going to appeal to a (in my words) “classier” audience.

Whether or not Roy Spence flinched or agonized before replying is beyond me. But he made a classic and classy decision for which most agencies just don’t have the backbone.

The New York Times reported it this way: “GSD&M was invited to take part in the review, but declined. ‘We helped build Wal-Mart from $11 billion in sales to $312 billion,’ said one of the agency's founders, Roy Spence, ‘We declare victory, and we are moving on.”

What a great line: We declare victory!

Regardless of whether Roy wrote that himself, or had his copywriters working overtime to come up with it…I think it’s one of the all-time, great lines in advertising.

Maybe this will spur other agencies to take Roy's lesson and begin declaring their own victories.

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