McGarrah/Jessee Captures Online Horticulturist
DALLAS–McGarrah/Jessee of Austin, Texas, beat out local rival SicolaMartin to secure the $5 million advertising account of Internet upstart Garden.com.
Garden.com, backed by $28 million in venture capital and headquartered in Austin, has charged McGarrah/Jessee with heightening a brand image for its online site and companion magazine, currently called Garden Escapes. The magazine will adopt the Internet name in time for the home gardening industry’s upcoming planting season.
“This is our first real foray into consumer brand marketing,” said client representative Eileen Caetano-Isola. “Spring is our Christmas, so a majority of time, effort and money is going to be spent on this season . . . We’re going to be literally all over the place, primarily through print and television.”
McGarrah/Jessee’s national work will be focused on national cable network placements, including HGTV, and print ads in publications such as Woman’s Day. The assignment is the third largest ever won by the $17 million shop, behind Schlotzsky’s Deli and Savane Apparel.
Caetano-Isola said McGarrah/Jessee was selected after a presentation against SicolaMartin. McGarrah last year handled a radio project assignment for the company, which previously utilized Arian Lowe & Travis in Chicago for television and print executions.
Shop principal Mark McGarrah said the agency had recently completed research and focus group studies on Garden.com’s audience. The key findings included the fact that many garden fanciers enjoyed reading how-to articles and seeing lush town and country schemes, but were frustrated in finding the featured exotic plants or designing certain landscapes with the products available at their local nursery or mega-chain home improvement store.
The Garden.com venue has not only the information practitioners seek for ideas, but its e-commerce capability gives site visitors access to hundreds of seed, plant and tree choices for online ordering.
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