Reflections from 45 Years of Marketing Change

After 45 years in the marketing and advertising business, it’s worth taking time to look back and ahead — surveying the changing landscape, reflecting on what’s changed and what remains constant for future success.

When we at Strategic America (SA) humbly opened our doors in 1980, we did so with a desire to prove ourselves to clients across America.

Finding parallels in time

Not unlike today, 1980 was a time with significant shifts in technology, culture and the political environment. The election of President Ronald Reagan marked a turning point of the 20th century and an ushering in of a new era of conservative policies, with a focus on economic growth and national security.

The emergence of personal computers and early stages of the internet revolutionized communication, design and information access, laying the groundwork for the digital age. The 1980s saw the rise of CNN, new media choices and the 24-hour news cycle, along with MTV— which revolutionized news, music and popular culture. This decade of constant change also witnessed a shift in the workforce and educational landscape, with an increasing demand for skilled workers and a growing need for lifelong learning opportunities. Sound familiar?

Like 2025, 1980 began an era of transformational change across various spheres of life, business and culture, which shaped the world we know and inhabit today. Forty-five years later, artificial intelligence (AI) is having a similar impact.

As they say, “the more things change, the more they stay the same.”

Thriving through change

After 45 years in business, we take pride in being able to experience, navigate and thrive through the many changes that have occurred. Many small businesses do not survive their early years, and data suggests a small percentage stay in business as long as SA has; it is a rare accomplishment.

What are we to make of this milestone? While recognizing all the challenges and changes that occurred, the many problems that required solutions, the unknowns that needed clarity…the factors that remain important — and are still relevant for success today — are the people, the clients and staff, and a cultural desire to continuously lean into learning and its many applications daily. Another advantage for SA has been a ‘never say no’ attitude that demanded we continually step up our game as we met new challenges and committed to finding a better way forward.

The importance of people

And while it may be easier to enumerate the events that have occurred over the years, the people component cannot be overstated. Great people — clients, staff and partners —have encouraged, exhorted and believed in us. And often, they helped celebrate the progress we made. We have been extraordinarily fortunate to know so many of these great people. Too many to name. But they made their profound mark on SA forever.

Culture has also been a celebrated foundation of SA through the years. Putting people first; finding better ways, always; doing the right thing; performing and being accountable are what some would say is the true and very real side of the SA advantage and promise. Culture continues to revitalize and sustain us through all the new, unexpected and yet to be solved aspects of our service to clients.

Today’s challenges and opportunities

Today’s challenges are many and varied. To successfully meet those challenges head-on requires:

Rapidly evolving technology — which quickly alters the competitive landscape. Many new and emerging companies promise better ways. Do these new companies require alignment, partnership or the need to out-perform them?
Leading with strategy — the future competitive advantage of business planning.
Performance — more important today than ever. What worked yesterday will likely be less effective or non-effective today. Striking the right balance between new and traditional strategies is essential for optimal performance.
Speed and efficiency — bringing the right resources to yield results quickly.
Data-supported insights that translate features and benefits into application.
Collaboration — working together is critical for success.
Inspiring creative — still the secret sauce of our industry. SA continues to bring our best to the table for clients.
Sophisticated media delivery offering precision targeting and measurement.
Boldness, sensitivity and empathy for genuine human connection and impact.
Storytelling — engaging people with insights, metaphors and imagination — a special gift of SA that allows us to go deeper.

The symbolism of sapphires

Did you know there’s a special gemstone signifying 45 years? There is — a sapphire. Sapphires are said to symbolize the truth, sincerity and consistency needed to make a relationship last. We can attest to that.

Sapphires are also associated with a special meaning related to their color. If a wearer’s affection begins to change, the stone’s color will change from blue to green. Blue often represents truth, wisdom, creativity, and peaceful serenity. Green represents nature, new growth and prosperity. Both seem to be appropriate in this analogy.

Looking forward to the future

Our 45^th year promises to be a celebration of Strategic America’s past, present and future. Team members, clients, partners, and communities, we look forward to sharing several events with you. As we celebrate our brand’s story, we’re here if you need help sharing yours.

Mike Schreurs served as chairman and chief strategist of Strategic America (SA), an integrated marketing and communications agency in West Des Moines, Iowa. After 45 years of leadership, Mike announced his retirement, effective March 1, 2025.

Mike founded SA in 1980 and helped grow the business into one of Iowa’s largest, independent, full-service agencies, serving clients from the Midwest and across North America. In his 45 years of agency leadership, Mike set the company’s strategic direction and addressed growth opportunities— focusing on delivering strategic counsel, innovation, creativity, and a gold standard service to clients.