GCA was a Chicago$-$based advertising agency that developed campaigns and promotions for small$-$ and medium$-$sized firms.

Their expertise was in the retail area, but they worked with a wide range of firms from the food service industry to the medical field. GCA competed on price and speed of product development. Advertising in the retail area was competitive and price had always been important. Also, since retail fashions change rapidly, speed in advertising development was thought to be critical.

that would pass, he told himself. But he needed to deal with it immediately.