The Geary Company, an award-winning, family-owned and -operated advertising agency serving clients locally and nationwide, has a unique origin story. Its journey didn’t begin on Madison Avenue but with an unexpected connection to Elvis Presley. The combination of values and deep community roots has guided the company’s evolution for more than five decades, shaping an agency that influences and defines the advertising landscape, a testament to its enduring impact.
“My stepdad was Dick Geary, the founder of the company, along with my mother, Mary Geary,” explained Jim McKusick, CEO and managing partner for more than 45 years.
McKusick and John Dalrymple, president and chief operating officer for the past 15 years, oversee all aspects, including strategy, creative messaging and strategic media placement.
Staying ahead of a rapidly
evolving industry
With a team of approximately 25, the leadership at The Geary Company places a strong emphasis on developing both staff and clients to stay ahead of the constant changes in technology and media consumption. The agency closely tracks where — and how — people consume content, adapting strategies to keep brands relevant and competitive. This commitment to staying ahead of industry changes demonstrates the company’s adaptability and forward-thinking approach.
“We work together with a team of people that are experienced, that are knowledgeable, are educated, that know how to help people win and grow,” Dalrymple said. “Our mindset at the agency is to help people grow, help their businesses grow. We believe that if our team is always in that mindset, we’ll always be doing the right thing, we’ll always be in the right place and we’ll be focused on the right things.”
“We continue to study and look for ways that we can reach people in the best possible way. Then you want to overlay that with compelling and memorable messaging so that it cuts through all of the clutter that’s out there today and drives the result,” Dalrymple said.
“Messaging is very important, but getting the message out is super important in the way you do it. Accountability is out there more than ever in the world of digital,” McKusick said. “We make sure we stay ahead of the curve on everything that we can. However, we also continually craft messaging that is relevant to their target audiences.
“We’re very proud that we have a full-blown digital department here, including people who build websites. Many agencies will outsource that job. We’re all in-house on that. We also have incredible media buyers, creative people and designers,” Dalrymple said.
A Culture built on strong
principles
Geary Company’s culture is anchored in collaboration, empowerment and continuous growth. Four core principles drive the business:
• Open and honest communication where every team member has a voice and can speak freely without fear of repercussions.
• Positive accountability, hiring the right people and giving them the trust and freedom to succeed.
• Empowerment surrounds the team with strong talent that elevates overall performance.
• Continuous learning and improvement are the foundation for long-term success.
Legacy rooted in Vegas history
The Geary Company’s origin story stands out among the businesses in Las Vegas. The family owned an outdoor advertising company, operating a billboard company that served many of the Strip’s biggest resorts — including the newly opened International Hotel (now Westgate Las Vegas).
That connection led to a pivotal moment in 1969.
“Elvis’s manager, Colonel Parker, was working with Dick Geary,” McKusick said. “He told him, ‘I like the way you do things. Sell that billboard company and open an ad agency — and Elvis will be your first client.’ “
The opportunity opened doors to work with iconic entertainers such as Tom Jones and Engelbert Humperdinck. The company enjoyed the old Vegas headliner heyday of the 1970s and 1980s, helping cement its identity within the Entertainment Capital of the World. That continued well into the 2000s.
McKusick joined the agency in 1980 after graduating from UNLV with a vision of building a true hometown agency. Under his direction, the agency expanded its portfolio to include automotive, homebuilding and real estate clients — sectors that would significantly contribute to Las Vegas’ rapid growth.
A creative home
The agency’s current headquarters has its own colorful backstory. After an argument involving parking spaces at their former location on Industrial Road, McKusick went searching for a new space — something inspiring and distinct. A Realtor eventually showed him a house zoned for professional use.
“The person who was in here was making masks and creatures, for he worked on the Godzilla movies. He worked on a whole bunch of different gaming apps. I walked through, and there were these heads on the walls of all these creatures that were fictional science fiction type creatures,” McKusick said. “We put in an offer.”
The agency moved in during Thanksgiving week, despite having no working phone lines, but with plenty of determination. For 27 years, the space has become a character-laden symbol of the agency’s culture, complete with a backyard pool, mature landscaping and even a grandfathered diving board.
“There have been times when we were waiting to see if we had won an account. Somebody should say that if we win that account, I will jump into the pool with all my clothes on and we have photos of people doing cannonballs, fully suited,” McKusick said and laughed. “We also have barbecues poolside, where families come in after-hours, and we all hang out together.
We’ve been here now 27 years, and we’re proud to say we own it, and it’s very fitting that it’s a house because it is a family,” McKusick said.
A commitment to community
Community involvement has been a central part of the Geary Company’s identity. Since 2009, the agency has served as the marketing partner for Three Square Food Bank. They also support the Goodie Two Shoes program, which provides shoes and essential supplies to underserved children. The company’s charitable history dates back to its founder, Dick Geary, who worked closely with St. Jude’s Ranch for Children in the 1980s, including the design of its current logo.
Personal commitments to youth development are equally strong. Dalrymple has spent 20 consecutive years coaching youth sports, while McKusick has coached soccer and baseball for more than a decade.
“We want to give back and make a difference,” Dalrymple said. “We love the Vegas community. We love our people. Anything we can do to give back, we’re going to try.”
For more info, visit gearycompany.com.
