Tim McClure, co-founder and executive vice president of GSD&M Advertising in Austin, Texas, says his firm "always likes to bring a big idea to the table," and in 1988 McClure brought one of his biggest to a meeting with potential client Sea World of Texas. McClure, who counted among his accounts Southwest Airlines, headed by iconoclastic chairman Herb Kelleher, had brought to the presentation a small object hidden under a silk sheet. Just as the meeting was breaking up, someone turned to McClure and asked, "Aren't you going to show us what's under the sheet?"
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