Guitar Center Names McGarrah Jessee as Branding Partner

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Austin-based ad agency, McGarrah Jessee, is picked as branding partner by the world's largest musical instrument retailer, Guitar Center.

Guitar Center, the world’s largest musical instrument retailer, has selected Austin-based McGarrah Jessee to collaborate on brand development.

After working on several projects together over the last year, Guitar Center has decided to extend and expand its relationship with the agency. Building off of a recently completed brand strategy and positioning initiative, McGarrah Jessee is now in creative development for several national broadcast campaigns, the first of which began airing earlier this month.

McGarrah Jessee will work closely with Guitar Center’s in-house creative and production teams to develop the new campaign and to explore additional initiatives in the future.
“Our diverse customer base – musicians – is made up of passionate creators and rugged individuals. The same terms perfectly describe the folks at McGarrah Jessee,” said Guitar Center’s Frank Hamlin. “So they’re a natural fit as we look for new ways to inspire musicians of all types.”

McGarrah Jessee is known for itsinnovative, sometimes unconventional and always comprehensive approach to digging deep into a brand’s DNA and then telling the brand story to consumers in a variety of engaging ways.

“A trip to Guitar Center is unlike any other retail experience,” said McGarrah Jessee founder Mark McGarrah. “It’s a theme park for musicians, and that’s fertile ground for emotional branding.”

About Guitar Center
Guitar Center is the world’s largest retailer of guitars, amplifiers, drums, keyboards and pro-audio and recording equipment. Our retail store subsidiary presently operates more than 225 Guitar Center stores across the U.S. We are also thelargest direct response retailer of musical instruments in the United Statesthrough our wholly owned subsidiary, Musician's Friend, Inc., and its catalog and website, In addition, our Music & Arts division operates more than 100 stores specializing in band instruments for sale and rental, serving teachers, band directors, college professors and students. More information on Guitar Center can be found by visiting the company's website at

About McGarrahJessee
McGarrah Jessee believes having no hard walls between disciplines means greater collaboration and innovation – keys to developing great brand stories, which it does for such iconic brands as Shiner Beers, Whataburger Restaurants, Costa Del Mar Sunglasses, Haggar Clothing Co. and Frost Bank. McJ’s approach starts with a deep immersion into the client’s business and culture, which leads to a clear brand positioning and unbridled generation of creative ideas that spread wide to impact consumers and the business on many levels. Learn more at

Eric Webber

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Eric Webber
McGarrah Jessee
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