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Williamson-Dickie Manufacturing Co. | Company Profile, Marketing Contacts, Media Spend, Brands




Williamson-Dickie Manufacturing Company manufactures the Dickie and Workrite brand of casual pants, overalls, and safety uniforms. Williamson-Dickie products are sold through retail stores and directly to businesses from the manufacturer. The company is headquartered in Fort Worth, Texas.

Main Telephone (817) 336-7201
Main Fax (817) 336-5024
Primary Address
9400 Blue Mound Road
Fort Worth, TX 76131
USA

Williamson-Dickie Manufacturing Co. Contacts

Contacts (5/16)
Name Title State
Philip W. Chief Executive Officer TX
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (817) 336-7201
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 9400 Blue Mound Road
Fort Worth, TX
76131
USA

Randy T. Executive Vice President & Chief Financial Officer TX
Mike V. President - Dickies USA TX
Marett C. Executive Vice President, Human Resources TX
Michael P. Senior Vice President, Sales, Licensing & Marketing TX

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Dickies Work Clothes *******
Walls Outdoor Goods ****
Williamson-Dickie Manufacturing Co. *
Dickies Girl *
Workrite *

Agency Relationships


Brand Agency Service From To
******* **** ******* ****** creative, digital unknown present
******* **** ******* ****** ******** Media Buying, Media Planning 2016 present

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WinmoEdge

Campaign Imminent Update: Dickies takes creative in-house, hires Moroch for media


Subject: Print, magazines, online, digital, sponsorship

Brand: Winmo profile), work clothing and accessories brand operated by Williamson-Dickie Mfg. Co. 

Update (2/29): After parting ways with Moroch. Therefore, agencies should focus more on the creative aspects of this account instead of media.

Sellers – start engaging in-house and agency side decision makers now since a new campaign should be on the way in the coming weeks. Male focused sports and entertainment sellers should have an edge, based on Dickies recent display targeting trends (more info below). Center your pitch on strategies that will engage Dickies core blue collar worker target and millennial hipsters.  

OpportunityCreature, Seattle, creative and media AOR since 2012, and appears to be headed for a creative review. For starters, the brand has been shifting marketing to better reach new male target audiences. Also, Brent Streit, Dickies' marketing VP, is approaching one year on the job, around the time decision makers typically start making roster moves. 

Therefore, creative/media shops should reach out immediately to get on the longlist for a potential review. Focus your pitch on strategies that will simultaneously reach blue collar workers and expand Dickies further into the everyday wear category, particularly with dads and millennial hipsters (fashion and casual office wear). 

Additional Insight

VP Experience: Before Dickies, Streit was at rural discount retailer Alco Stores since 2001, culminating as marketing and e-commerce SVP. 

Media Spend: Dickes ad spending was way down last year compared to prior years. Only $716,000 was spent on measured media through the first three quarters of 2015, down from $3.4 million and $6.7 million for all of 2014 and 2013, respectively (according to Kantar Media). Print, the bulk of budget, plummeted to $509,000 last year from $2.8 million and $5.4 million over the same periods. 

Digital Breakdown: Last year, banners, high impact and video ran on almost 1,000 publishers (12% mobile), 90% of which was placed site direct, Moat reports. Desktop and activity surged June-Sept, while video was highest Oct-Nov.

Sports publishers made up most of the desktop and mobile activity, but mobile skewed more to entertainment and business sites, led by hgtv.com. Top targeted desktop and mobile sites included hgtv.com, cagepotato.com, diynetwork.com, thisoldhouse.com, mlb.com, doityourself.com, mmafighting.com, popularmechanics.com, nascar.com, usatoday.com and oprah.com (really?). 

Winmo profile)
509 West Vickery Blvd.
Fort Worth, TX 76104 
(817) 336-7201

Brent Streit
Vice President, Marketing
(817) 336-7201
bstreit@dickies.com