On Strategy Showcase Live from Dallas: Ideas Born in Texas
Oct 5, 2025
Join Derek Dabrowski, SVP at Dr Pepper, who shares how the brand celebrates its fan culture and utilizes college football for marketing. Kate Rush Sheehy, Chief Strategy Officer at GSD&M, dives into the origins of iconic campaigns like 'Don't Mess With Texas.' Christopher Owens from TRG gives context on Texas' agency culture, while Terrence Reynolds discusses how emotional storytelling shaped campaigns like RAM's Super Bowl ad. This conversation explores the blend of Texas pride, creativity, and marketing strategies.
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Deliberate Noncoastal Voice
- Texas agencies deliberately avoided coastal advertising norms to form a distinct, plain-spoken voice.
- That independent spirit helped Texas work travel nationally without needing translation.
GSD&M's Grassroots Origin
- GSD&M began in 1971 with six UT students who wanted to stay in Austin and make a difference.
- Their roots in political campaigns shaped early briefs and led to brands like Southwest.
Dallas Helped Birth U.S. Planning
- Account planning in the U.S. has deep Dallas roots, with APGUS conferences starting there in 1989.
- That founding culture institutionalized strategic thinking across Texas agencies.
