NEXTMedia, Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
- Main Telephone
- (214) 520-9700
NEXTMedia, Inc. Contacts
Sample of Related Brands
|Michael L.||Principal & Chief Executive Officer||TX|
|Kala B.||Media Supervisor||TX|
Score 68 - On the Brink: Dickies hires new marketing personnel, increases spend post-acquisition
manufacturing plant will move to Mexico, the brand has been seeing pretty good growth quarter-to-quarter and they've hired some new marketing personnel to assist. We've gotten word that Craig Errington, VP of marketing communications for VF, has moved over to Dickies, and while we're not sure of the exact role, VP of marketing (brand CMO function) is likely. Effective July, former marketing analyst at FPG, Taylor Miller, was hired as email & digital marketing specialist; in April, e-Commerce Marketing Manager Roberto Avey was promoted to senior digital marketing manager of direct to consumer; and in June, senior marketing manager of the Walls brand, Scott Bennett, was promoted to brand marketing manager.
Although the hire of Errington is more of a promotion than an outside hire, with all the other changes at Dickies, a review of agency relationships is still likely. Therefore, if you have apparel experience, begin reaching out to see what work you can secure. Competition will include Moroch's NEXTMedia, which has handled media duties since 2016. It looks like creative moved in-house after the relationship with Seattle-based Creature ended in 2016, but you never know what'll happen under the new leadership.
Sellers -- their most prominent channels are digital and TV, though they also do some work through outdoor, print, social media and experiential. Since spend has been going up and will likely continue to do so given their aforementioned revenue growths, sellers who can reach their typical blue collar workers should start reaching out. However, note that Dickies has become more fashionable as of late. Their spend spikes during H2.
Kantar reports a Q1 2018 spend of $633,265, which was allocated to broadcast ($3,531) and digital ($629,734). Spend in Q1 2017 was $41,755 and consisted of broadcast ($5,439), digital ($1,539), search ($31,117) and print ($3,660). Full 2017 spend was $9.9 million.
Pathmatics reports a year-to-date digital display spend of $51,400, a decrease from the same timeframe of 2017, which only saw a spend of $437,100. Ads are being placed via Amazon (53%), directly (37%) and via The Trade Desk (10%) onto sites like amazon.com, foxnews.com, mlb.com, espn.com and packers.com. However, last year, ads were placed primarily direct (63%) and via Amazon (32%) onto sites like amazon.com, popularmechanics.com, bleacherreport.com, deadspin.com and lifehacker.com. Full 2017 spend was $794,900 and spend for 2016 totaled $847,100.