On April Fool’s Day 1973, a new advertising agency named Weekly & Associates opened its doors in Fort Worth.
Today, that same agency, now renamed GCG Marketing, is celebrating its 40th anniversary.
Over the decades, the firm has earned multiple awards, survived countless fads and coped with rapidly-changing technology.
Asked the secret of GCG’s success, President Neil Foster cites staying power. “Times have
changed, but we found our business-to-business marketing niche early on and stuck with it.
That niche has been the constant that helped us weather the decades.”
The agency has changed over the years. The ‘80s brought a rebrand for the agency. Many companies were taking marketing in house at the time,
but management still saw a strong need for graphics and other services, leading to a name change: Graphic Concepts Group.
By the 2000s, the wheel had come back around. Clients started asking for – and receiving – a broader list of services. Graphic Concepts Group was, by all accounts, a full-service advertising agency, but people couldn’t tell by the name. So the agency morphed again, to its current moniker, GCG.
“Success is a matter of staying power,” said Foster. “You have to adapt accordingly. We’ve made it 40 years because we never stopped challenging ourselves – both creatively and in terms of what we can do for our clients.”