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Michaels Stores, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Michaels Stores Inc. is one of the largest supplier of specialty craft supplies. The company operates about 980 Michael's stores in more then 49 states and Canada, and 164 Aaron Brother stores, and sells a range of scrapbook supplies, home decor items, frames, art supplies and more.

Main Telephone (972) 409-1300
Main Fax (972) 409-1556
Primary Address
8000 Bent Branch Drive
Irving, TX 75063

Michaels Stores, Inc. Contacts

Contacts (5/15)
Name Title State
Chuck S. Vice Chairman, Chief Administrative Officer, Chief Financial Officer TX
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (972) 409-1300
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 8000 Bent Branch Drive
Irving, TX

Chuck R. Chairman & Chief Executive Officer TX
Scott L. Chief Information Officer & Senior Vice President TX
Philo P. Executive Vice President, Merchandising TX
Stephen C. Executive Vice President, Marketing TX

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Aaron Brothers *
Michaels Stores, Inc. ********

Agency Relationships

Brand Agency Service From To
******** ******, ***. *** ******** *****, ***. public relations 2007 present
******** ******, ***. ********* *********** AOR - creative, social, digital media buying & planning 2014 present

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Recent Discussions

Who is the Vice Chairman, Chief Administrative Officer, Chief Financial Officer of Michaels Stores, Inc.?

Who is the marketing contact for toys, games, hobbies, arts & crafts supplies in TX

What is the email of the Chairman & Chief Executive Officer of Michaels Stores, Inc.?

What is direct phone of the Chief Information Officer & Senior Vice President of Michaels Stores, Inc.?

Who is the public relations agency of Michaels Stores, Inc.?

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TV, Digital, Direct Opps: Michaels continuing marketing integration, TV tests

Subject: digital, print, radio, event, in-store, sponsorship

Company: Winmo)

Opportunity: In the Q4 earnings call, CEO Chuck Rubin said Michaels would continue to build on its 2015 successes (more here). This means 2016 will see the company continue to integrate marketing across interactive ads, weekly circulars, social media, e-mail and direct mail. Additionally, Michaels will continue to test TV – in fact, the craft retailer’s first spring campaign is currently running.

Sellers – since the company is continuing to test TV, your Q4 pitch should certainly include TV dollars. Lastly, Rubin said the company would launch a new customer loyalty program later this year (but declined to provide any more detail), meaning digital direct response outlays should be up too. 

Michaels named Omnicom’s here).

Additional Information

michaels-est-tv-spend-01-01-2015--12-31-2015 (1)

Media Spend: According to Kantar Media, Michaels spent $24.4 million on measured media. Traditionally, most of Michaels’ spend is allocated to print and radio ads, but email, digital and TV are beginning to comprise a larger portion of yearly spend.


National TV Spend: Michaels ran its first national TV campaign last year. Since Nov. 8, $4.3 million has been spent to air four ads through the end of the year, according to iSpot. See charts for channel/show targeting.

Michaels’ Spring campaign began airing March 2. So far, the company has spent $2.8 million on national TV ads this year (1.537 airings). Targeting is similar to the 2015 campaign.

Digital Breakdown: Per Moat, Michaels ran 230 display ads on 7,347 publishers (14% mobile). Top ad destinations included:,,, and (99% placed programmatically versus site direct). Michaels also ran 51 high impact and nine video ads last year.

For comparison, in 2014 631 display and 62 high impact ads were run on 7,175 publishers (17% mobile; 1% site direct).

Since Jan. 2014, the most display ads were run during Q1 2015. Most ads have been run on news, arts & entertainment and hobbies & interests sites.

8000 Bent Branch Dr.
Irving, TX 75063
(972) 409-1300

Steve Carlotti 
Executive Vice President, Marketing
(972) 409-1300