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McGarrah Jessee | Agency Profile, Contacts, AOR, Client Relationships




Service: full service

Main Telephone
(512) 225-2000
Primary Address
121 West Sixth Street
Austin, TX 78701
USA

McGarrah Jessee Contacts

Contacts (5/23)
Name Title State
Tim R. Chief Creative Officer TX
Sample of Related Brands
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Email: *****@*******.***
Main Phone: (512) 225-2000
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 121 West Sixth Street

Austin, TX
78701
USA

Mark M. Partner TX
Britton U. Chief Executive Officer TX
Melissa F. Chief Engagement Officer TX
Jen H. Chief Strategy Officer TX

Client Relationships


Brand Service From To Media Spend
***** ********** Creative *
**** **** ***** Creative, Social, Media Buying, Media Planning *
****** Digital, Social, Creative *
***** Creative, Media Buying, Media Planning, Digital *
****** ******** ******* Creative *

See Winmo sales intelligence in action

WinmoEdge

Gen-Z Opps: Fender continues shifting strategy to reach younger audiences (Score 41)


Sales Lead: 

  • The shift in strategy is part of an effort to reach younger consumers as more people pick up the guitar as a hobby amid the pandemic.
    • Per a YouGov study, 7% of the US population ages 13-64 (around 16m people) started learning how to play the guitar between May 2019-June 2021.
    • 62% of that group specified that Covid and its resulting lockdowns were major players in their decisions to start playing the instrument.
  • Fender's strategy shifts have also involved bolstering its social media presence with the September 2022 launch of its TikTok account.
  • The company has also seen recent growth in its Fender Play app, on which new players can learn how to play the guitar.
    • The app was initially designed for trades and seasoned music players, but the past several years have shown a shift toward consumer-facing initiatives.
  • Of course, more experienced guitar collectors interested in retro releases will remain key consumers to Fender, but the company also wants to raise awareness of its guitar and bass products among "the new generation."
  • The company will likely:
  • Target demographic
    • Primary: Gen-Z
      • ​​​​​​​Fender's focus on paid social and brand authenticity particularly appeal to this relatively younger audience.
    • Secondary: Millennials, Gen-X, and boomers
    • Additional insights: Though the company has started targeting female musicians and potential musicians, its target demographic still has a strong male skew.

Additional spending insights:

  • ​​​​​​​Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • 2021-2022 spend: Fender ended up spending approximately $13.5m on digital ads last year, % more than the approximately $10.7m spent in 2021.
    • 2022 data: In 2022, the company earned roughly 1.7b digital impressions via Facebook (38%), Instagram (26%), desktop display (17%), desktop video (15%), and mobile display (4%) ads.
      • ​​​​​​​Fender placed most of its 2022 desktop display ads site direct onto destinations such as youtube.com (30%), listenonrepeat.com, zap2it.com, espn.com, and gocomics.com.
  • Additional channel insights  
    • The company utilizes experiential activations.

Additional agency insights:

Insight Sources: Broadcast insights estimated by .