Haworth Marketing & Media | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
|Main Telephone||(612) 677-8900|
|Main Fax||(612) 677-8901|
Haworth Marketing & Media Contacts
Sample of Associated Brands
|Chris D.||Senior Vice President, Partnership Development||MN|
|Heather K.||Senior Vice President & Media Director||MN|
|Scott S.||Senior Vice President & Director, Agency Integration||MN|
|Maggie L.||Vice President & Director, Media||MN|
|******* ** ****** ******* **** *** ********||Media Buying, Media Planning||unknown||present||*****|
|****** *** *****, ***.||Media Buying, Media Planning||2016||present||*******|
|****** ********||Media Buying, Media Planning||2016||present||********|
|********* *******, ***.||media buying & planning||unknown||present||*****|
|***** ** ***||Digital, Media Buying, Media Planning||unknown||present||********|
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Score 80 - Account in Jeopardy - Dick's Sporting Goods names CMO shortly after promoting president
He will report to Lauren Hobart, the former CMO who was promoted to president earlier this year (more here). Per Hobart, Hudler will lead Dick's continued digital transformation "across all consumer touch points" and will optimize all of the company's marketing channels. Hudler is an obvious choice to lead this digital shift, as he most recently served s chief digital officer for Dunkin' Brands. And not for nothing, but we did mention in May that Dick's would likely hire someone to handle marketing since Hobart was promoted.
Agency readers - as ever, a new marketing decision maker could signal a review is on the horizon. Media moved to Huge was named social media AOR in 2015.
In the last month-and-a-half, Dick's has spent $2.4 million on national TV ads (23.5% of FY spend) and $3 million on digital display ads (79.5% of FY spend). In both these channels, Dick's traditionally spends most of its dollars around the holidays, so sellers should be reaching out to secure late 2017 revenue now. Note that much of Dick's campaigns this year have centered on events and sales, but a new DM could choose to focus more on branding efforts moving forward.
Below was originally published on 5/15:
Dick's Sporting Goods, the sports equipment and athletic apparel retailer based in Coraopolis, Penn, has named Lauren Hobart as president. Hobart joined Dick's as SVP and CMO in 2011, and was promoted to EVP and CMO in 2015. Most recently, Hobart served as chief customer and digital officer for Dick's, and is also president of The Dick's Sporting Goods Foundation. In her new role as president, Hobart will continue to lead the company's customer and digital efforts, overseeing marketing and e-Commerce. She will also oversee Dick's Team Sports HQ and will now be responsible for the stores. She will report to CEO Edward Stack, who said: "[Her] appointment will further our efforts to drive omni-channel consumer engagement."
Dick's also announced that COO Andre Hawaux is retiring at the end of Q2. Additionally, Keri Jones has been brought on board as EVP and chief merchant and Don Germano will rejoin the company as SVP of operations. While the company says that Hobart will still have oversight of the company's marketing function, the company could still decide to bring in a lieutenant to assist her - we'll keep you posted as we learn more. Marketing VP Tom Hassett was promoted into that role in 2013, while VP of brand Ryan Eckel has been with Dicks since 2012, as has VP of sports and community marketing Mark Roots.
During March's Q4 earnings call, Stack mentioned that Dick's sees its private brands as the main opportunities going forward. This includes Calia by Carrie Underwood and Field & Stream, so sellers should be looking for dollars supporting these brands for the remainder of the year (more here). Focus particularly on digital efforts, as this is a priority for the company this year.
Agency readers - a promotion such as this will typically no trigger immediate roster changes, but having the marketing lead as president could push marketing to the top of Dick's priority list moving forward. Remember that media moved to Huge was named social media AOR in 2015.
Expansion Plans: Last summer, Dick's purchased 31 Sports Authority leases in order to fuel its expansion plans (more here).
Media Spend: According to Kantar Media, Dick's spent $63.8 million on measured media in 2016.
National TV Spend: For 2017 so far, Dick's has spent $7.8 million to air two national TV spots - "Open Everywhere" and "Every Shoe." Both spots began running in late March this year, but only "Open Everywhere" is a new spot ("Every Shoe" first aired last April). For the same period 2016, Dick's spent $9.8 million to air five spots. See chart for show targeting.
For full 2016, Dick's spent $50.6 million on national TV spots. 75% of Dick's TV spend was deployed from March to September, while the other 25% was allocated to November and December.
Digital Breakdown: YTD, Dick's has spent $760,000 on digital display ads (97.9 million impressions).
Most of these ads have been desktop ads (79%), while 21% were mobile ads.
See chart for impression sources and spend share. Top 2017 ad destinations include: popsugar.com, mlb.com, womenshealthmag.com, espn.com and stack.com.
Dick's Sporting Goods
345 Court St.
Coraopolis, PA 15108
President & Chief Digital Officer
Direct Dial: (724) 273-3607
Vice President, Brand Marketing