3. Identity Struggles
As the formerly two separate ad agencies combine to form "Sterling, Cooper & Partners", issues of identity begin to blossom. The disputes over the naming of the company mean different things to different characters, with selfish Pete continually chiming in that a debated "C" be included and stand for "Campbell". Staff shuffling and job roles become blurred with Bob Benson asserting himself on the regular. Not to mention the idea of an attempted insurrection by Ted & co. to take over SC&P while Don and Roger are away, adding to the contempt of the calamitous convergence of the two companies. Joan herself is having trouble finding secure footing in her career. Having become a partner but apparently gaining none of the respect to work on new accounts coming with it, Joan's struggles to find her role and recognition in the company gives the series its heart.