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Agencies start for many different reasons. For Gay Gaddis and T3, our point of ignition came from a flash of inspiration, belief and, quite honestly, anger.
In 1989, after working in public relations, management consulting and advertising, Gay came to the conclusion that the ad agency model was flat broken. Ad agencies created ads, even when clients craved solutions. So she decided to pitch a new model to the agency's principal. He liked the old ways. She quit, cashed in a $16,000 IRA and started her own company with a handful of people and accounts.
Prodded to define T3, Gay created what was more of a blood oath than a mission statement, vowing to do “Kick-ass work for clients who want to kick ass.” Those words, penned on a cocktail napkin (now framed), still guide us today.