Mad Men is set in the 1960s, initially at the fictional Sterling Cooper advertising agency on Madison Avenue in New York City, and after at the newly Established firm, Sterling Cooper Draper Pryce, located nearby from the Time Life Building, at 1271 Avenue of the Americas. Based on the show's pilot, the phrase"angry men" was a slang term coined in the 1950s by advertisers working on Madison Avenue to refer to themselves. The focal point of the show is creative director at Sterling Cooper, Don Draper and also a partner at Sterling Cooper Draper Pryce, and the men and women in his own life, both in and outside of the office. The storyline focuses on mores of the USA from the 1960s in addition to the lives of those characters constituting the moods and the business of the bureaus.