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The founding philosophy, battle-tested techniques, and creative courage behind one of advertising's most legendary agencies
Tim McClure didn't learn advertising from a textbook. He learned it by co-founding GSD&M in Austin, Texas in 1971 with four fellow UT graduates, no bosses, no rule book, and an unshakeable belief that great ideas could come from anywhere — not just Madison Avenue. Over the next five decades, that belief produced some of the most iconic campaigns in American advertising history.
This course is not a documentary. It's a creative workout built from Tim's hard-won wisdom, designed to make you think, challenge your assumptions, and develop the instincts that separate forgettable work from legendary work.
This course is for anyone who wants to think bigger, work braver, and build ideas that outlast the campaign. Whether you're a seasoned creative director or just starting out, Tim McClure's philosophy will rewire how you approach every brief.
Pro Tip: The best lesson from Tim's career isn't a technique — it's a posture. Curiosity first, courage always, and never, ever settle for a slogan when a battle cry is possible.
Tim McClure is a co-founder of GSD&M, the Austin-based agency that built legendary campaigns for Southwest Airlines, the US Air Force, Walmart, and the Texas Department of Transportation — including the iconic 'Don't Mess with Texas' campaign. His story matters because he built a world-class creative agency outside of New York, without a rulebook, proving that great ideas can come from anywhere.
No. While Tim's wisdom and stories are the foundation, this course transforms his philosophy into interactive exercises, quizzes, and creative challenges. You'll apply his techniques to real briefs, not just watch his career unfold.
Not at all. Tim's principles — curiosity, courage, honesty, and the pursuit of the battle cry over the slogan — apply to anyone who creates marketing communications, regardless of experience level.
The difference between a slogan and a battle cry. Tim's career is a masterclass in finding the idea that doesn't just describe a product but changes how people feel and behave — and this course gives you the tools to find that idea yourself.
The full course is approximately 75 minutes, broken into 7 lessons ranging from 8 to 15 minutes each. You can work through it in one sitting or spread it across multiple sessions.