Cadency, Clemson’s student-led brand agency, takes on Austin, Texas

Cadency, Clemson’s student-led brand agency at the Wilbur O. and Ann Powers College of Business, visited Austin, Texas, this spring on an industry trip experience. With opportunities to visit companies, learn from industry professionals and immerse themselves in the world of brand communications.

While planning for this trip, Cadency students and mentors worked with AJ Hickcox ‘13, strategy director at McGarrah Jessee and graphic communications graduate. He suggested that Austin would be a great trip for our students, especially during South by Southwest (SXSW), an annual event that showcases creativity, strategy and activations.

Taking Hickcox’s advice, Cadency planned to visit Texas and was able to engage with different companies while there. Flying in on Sunday night, the group’s itinerary began at Perini Ranch bright and early on Monday morning.

Perini Ranch

Three and a half hours outside of Austin in Buffalo Gap, Texas, you will find Perini Ranch. Known for their hospitality, Cadency students were able to learn about how Tom and Lisa Perini ‘84 created and built their brand from the ground up.

The Perinis opened up their restaurant on its day off to treat Cadency students to their unbeatable hospitality. Sitting out at the picnic tables under a blue Buffalo Gap sky, they learned what it takes to develop a brand, sampled the product and experienced what it was like for visitors at Perini Ranch.

Hannah Griffith, psychology major and Cadency creative services manager, says that learning from the Perinis was a highlight of the trip for her. “Being able to hear from the founders of a brand themselves gave me a different perspective. You could really hear the heart and soul behind their intentions and their story.”

McGarrah Jessee

On Tuesday morning, back in Austin, the group went to McGarrah Jessee, where AJ Hickcox gave them a personal tour of the office space and an overview of the company while answering student questions. Following the tour, Cadency students participated in a “sprint session” to give them a glimpse into what a future in brand communications will look like. Students were given a client problem to solve and divided into teams. Then they took to the streets of Austin to conduct field research, analyze data and create presentations. After five hours of work, each team presented their ideas to the McGarrah Jessee team including the brand manager and creatives responsible for this client.

After the presentations, Hickcox expressed how impressed he was with the students’ work. “I didn’t know what to expect in just five short hours, but I was blown away by the professionalism and decks presented. These guys are definitely workforce-ready.”

South by Southwest (SXSW)

Also, while in Austin, SXSW was offering incredible brand activations – some of which Cadency students were able to take part in during their free time. Brands like San Pelligrino, Aveeno, Whataburger and more hosted many Cadency students.

Texas Stars

At the Texas Stars, Austin’s professional hockey team, our students learned that it takes a lot of determination to make it work in minor league sports. The panel of marketing and branding professionals walked students through the behind-the-scenes strategies of sports branding, including community engagement and digital storytelling. They also shared career advice and encouraged those interested in a sports marketing career to begin in the minor leagues.

Preacher

Following the Texas Stars, the Cadency group visited Preacher. Recognized in recent years as Small Agency of the Year, Agency Standout and an Agency Innovator by Ad Age, Preacher showed students what working in an agency can look like in today’s competitive space. Through a panel discussion with their agency professionals, students learned how Preacher has built a consistent brand identity while also developing and sustaining a dynamic, collaborative work environment.

Yeti

The final stop of the trip was at Yeti Headquarters, where students were greeted with Clemson-branded tumblers. Haley Williams, brand manager, and Austin McKenna, senior director of brand strategy, spoke about the importance of storytelling and how it is integral to building a strong, successful brand. They shared some of the stories from YETI Presents, Yeti’s YouTube platform, to demonstrate how content and thinking outside the box create an emotional connection to brands. The students also got a tour and a sneak peek at an upcoming campaign.

Jackie Herr, Cadency lead and faculty mentor, has organized and traveled on several industry trips for Cadency, and each time, she says, provides amazing opportunities for students. “This is what our program is about; we want to expose our students to all the latest and greatest happening in the market now. I love getting our students off-campus and hopefully providing that spark for what’s next for them.”

About Cadency:

In 2020, The Erwin Center for Brand Communications launched Cadency, an interdisciplinary student-led brand agency. Cadency is the opportunity for students of all majors to gain real-world branding experience before graduating. Companies and organizations can inquire about becoming clients, and the students, with guidance from faculty members, help solve client problems from research and insights to concept development. Cadency also offers opportunities for students to learn from industry and business leaders with past trips to Atlanta, New York, Chicago and the Pacific Northwest.