Case Knives - McGarrah Jessee 2022

This was the second media deck I got to create for my first TM&A class. McGarrah Jessee an Advertising agency based in Austin brought the client Case Knives to us. This project we were in groups of 5, and it was a competition for who could craft the best strategy deck.

Case asked for a media deck with recommendations on expanding to a younger market of adults under 30. This was a big step for the company as it had a long history with an older more right-leaning market.

For this project, I helped with segment research because it was a challenge landing on a younger consumer base who found an interest in pocket knives. I also worked on the billboard, Blue Ridge Parkway, social and tourism strategy which really impressed the folks at McJ.

This project felt more real, and solidified my love for strategic planning! I don’t care about pocket knives, but it was fun to research and create a campaign that would make people interested! This is what made me want to work in an agency with a variety of clients.

Our Media Cohort got the amazing opportunity to pitch at McGarrah Jessee! After my team went, I walked around the office talking to workers, and the secretary about the work culture. Since that moment, I’ve been daydreaming about agency life. Oh and our team won! ;)