Why We Show Up: Frekwency, DECA & Investing in the Next Generation of Marketers

Today and tomorrow, I’m stepping out of the studio and into a ballroom in Lake Geneva, Wisconsin — serving as a volunteer judge at the 2026 Wisconsin DECA State Career Development Conference.

And honestly? It’s one of the most important things we do all year.

What is DECA?

DECA is an international student organization that prepares emerging leaders and entrepreneurs in marketing, finance, hospitality, and management. At the state conference, hundreds of high school students compete in real-world business simulations — delivering presentations, responding to case studies, and participating in judged role-play interviews.

In other words: it’s the closest thing to a real client pitch most of them have ever experienced.

And that’s where we come in.

Full Circle: From Competitor to Judge

In 1995, I was a national finalist in DECA. I traveled to St. Louis my senior year to compete against other aspiring marketers.

That experience changed the trajectory of my life. It introduced me to competitive marketing, strategic thinking, and the adrenaline rush of presenting ideas under pressure. It showed me what was possible.

Fast forward 30 years, and I get to sit on the other side of the table — evaluating strategy, composure, creativity, and business acumen from the next generation of talent.

That’s not just nostalgia. That’s responsibility.

Why Frekwency Believes in Giving Back

At Frekwency, we talk a lot about brand amplification — helping our partners find their voice, sharpen their story, and increase their impact.

But amplification doesn’t just apply to our clients.

It applies to our community.

We believe:

• The marketing and advertising ecosystem only gets stronger when experienced professionals show up.

• Students deserve real-world feedback from people actively working in the field.

• The next generation of talent should be challenged — and encouraged — by people who care.

When we volunteer as judges, we’re not just scoring presentations. We’re offering perspective. We’re sharing insight. We’re validating effort. And sometimes, we’re helping a young marketer realize they belong in this industry.

That matters.

Why Volunteering Matters in Our Industry

Marketing is not a static discipline. It evolves constantly — new channels, new tools, new technology, new expectations.

But the fundamentals? Strategic thinking. Clear communication. Audience insight. Confidence under pressure.

Those haven’t changed.

Volunteering keeps us sharp. Listening to students tackle modern case studies forces us to see how they interpret today’s landscape. Their creativity, fearlessness, and digital fluency are energizing. They remind us why we got into this in the first place.

And frankly — it keeps us humble.

There is serious talent coming up.

Seeing the Next Generation Step Up

There’s something powerful about watching a 17-year-old walk into a room, shake your hand, and deliver a strategic recommendation with conviction. You seethe nerves. You see the preparation. You see the ambition.

And sometimes, you see the spark.

The student who doesn’t just answer the question — but reframes it. The one who connects dots between data, brand positioning, and audience psychology. The one who clearly understands business beyond the classroom.

That’s the future of our industry.

And we love being a small part of it.

More Than an Agency

Frekwency isn’t just an agency.

We’re part of a broader ecosystem — Milwaukee, Wisconsin, and beyond — where mentorship, leadership, and community involvement matter.

We volunteer. We mentor. We judge. We show up.

Because if we want better marketers tomorrow, we have to invest in them today.

To the students competing this week in Lake Geneva — we’re proud of you. Whether you take home hardware or not, you’re building skills that will serve you for decades.

And to my fellow professionals: if you’ve ever benefited from mentorship, consider stepping up and volunteering. It’s one of the most energizing two days you’ll spend all year.

See you at the judge’s table.

JR