The Country Music Association will begin using the slogan "Country. Admit it. You love it." to brand the music format the trade organization represents. "This is another important first for CMA since, in so far as we can tell, no one has ever attempted to brand a type of music," CMA Executive Director Ed Benson said in a statement. "We have looked closely at other campaigns like 'Got Milk?' and Cotton Incorporated's 'The Fabric of Our Lives' and what they have meant for their industries." The CMA worked with Austin-based advertising agency GSD&M on the tagline. The ad agency conducted national consumer studies, along with 31 focus groups in Atlanta, Dallas, Chicago, Los Angeles and Nashville. The CMA, in a press release, feels that the marketing slogan "is a challenge to everyone who has ever connected with a country song or a specific artist but may not feel a current connection to the format as a whole or is reluctant to share their enjoyment of the music with others."