Haworth Marketing & Media | Agency Profile, Contacts, AOR, Client Relationships

• The company has been testing the concept, House of Sport, for three years and is about to expand further.
  • Dick's is on track to debut nine House of Sports by the back-to-school (BTS) season and to start construction on more than ten more in 2024.
  • The company's goal is to have 75-100 House of Sport stores throughout the US.
• Dick's has experienced a rise in sales due to "Sports Change Lives," the company's largest-to-date campaign.
  • The campaign rolled out in March 2023 and has reportedly improved results and bolstered brand engagement.
• The company will likely:
  • Keep bolstering the relatively new campaign
  • Continue pursuing athlete and brand partnerships
  • Ramp up localized advertising efforts around the new brick-and-mortars
  • Keep increasing spend
  • Make forays into additional channels
  • Conduct agency reviews following a recent CMO hire (more below)
• Target demographic: 
  • Athletic men ranging from Gen-Z through Gen-X

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, Dick's has allocated roughly $35m toward national TV commercials, 59% more than the roughly $22m allocated within the same 2022 timeframe.
  • Last year: The company allocated around $72m toward this channel in 2022 and 35% less, around $46.5m, in 2021.
  • 2023 ad programming: Dick's 2023 commercials have targeted the male-skewed audience of shows such as College Basketball, PGA Tour Golf, Today, SportsCenter, and Good Morning America.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has spent approximately $31.9m on digital ads YTD, a 33% increase from the approximately $24m spent by this point in 2022.
  • YTD data: So far this year, Dick's has earned about 4.6b digital impressions via Facebook (44%), Instagram (34%), YouTube (11%), desktop display (7%), desktop video (2%), Twitter (1%), and mobile display (1%) ads.
  • Last year: The retailer's estimated full-year 2022 spend reached $62.9m, down slightly (3%) from that of $65m in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with OOH, radio, digital, local broadcast, print (magazines), Facebook, Instagram, Twitter, and online video (primarily via Youtube.com) ads.
  • Dick's also invests in short-form DRTV ads.
    • ​​​​​​​It has very widely dispersed network TV coverage and will not likely launch a new campaign soon.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out soon to get on the radar of Emily Silver, Dick's CMO since April 2023.
• Current agency roster:
  • In-House: Media
  • : Creative and social AOR
  • : Creative AOR
  • : Media AOR
  • : Social agency partner
  • : Experiential agency partner

Insight Sources: Broadcast insights estimated by .