Arts & Letters | Agency Profile, Contacts, AOR, Client Relationships
Service: creative
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Arts & Letters Contacts
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Charles H. | Founder & Executive Creative Director | VA | ||||||||||||
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| Toliver R. | Creative Director | VA | ||||||||||||
| Alex B. | Creative, Art Director | VA | ||||||||||||
| Letitia J. | Head, Integrated Production | VA | ||||||||||||
| Julie C. | Group Business Director | VA | ||||||||||||
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WinmoEdge
Media Edge: Dick's Sporting Goods launches campaign, sponsors NCAA
Media Edge: Haworth on media.
The company also announced it is now the official sporting goods retail partner of the NCAA. The sponsorship allows Dick's exclusive rights to fan events during the Men's and Women's Final Four games. Dick's also receives access to exclusive NCAA championship event merchandise licenses, media investments, and courtside signage.
Key Lead Takeaways: Reach out now to offer last-minute campaign ad space. The campaign also signals the company will increase ad spend over the coming months. It may be seeking additional sponsorship opportunities as well.
Target Demographic: Gen-X & millennial parents
Key Spend Notes:
- Dick's has been aggressively increasing national TV spend over the past several years.
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes Dick's under Outdoor & Sporting Goods**
- 2023 YTD Spend: $2.1m
- 2022 FY Spend: $72m
- 2021 FY Spend: $46.6m
- 2020 FY Spend: $34.9m
Ad Flight Breakdown (by spend): Dick's has aired 13 spots in 2023; the top five were "Golf Galaxy: 2023 Hot List Gold," "Golf Galaxy: 2023 Hot List," "Sports Changes Lives," "Baseball: Gear Up," and "Serious Game, Serious Gear."
Top Daypart (by impressions): Weekend Afternoon (46.3m), Primetime (31.2m), Early Fringe (28.6m), Day Time (22.7m), and Early Morning (20.8m).
Top Networks (by spend): ESPN, Golf, CBS, ABC, and NBC.
Top Shows (by spend): College Basketball, PGA Tour Golf, NBA Basketball, SportsCenter, and NCAA Men's Basketball Championship Selection Show.
Top Industry/Vertical Spenders (by spend): Bass Pro Shops (67%), Dick's (16%), Camping World (5%), Carl's Golfland (4%), and Academy Sports + Outdoors (3%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Dick's under All Categories*
2023 YTD Spend: $14m
2022 FY Spend: $63.4m
2021 FY Spend: $65.6m
2020 FY Spend: $39.3m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $12.6m
- Q2 2022 Spend: $15.2m
- Q3 2022 Spend: $13.9m
- Q4 2022 Spend: $21.6m
Impressions: 2.2b
Top Ad Types (by spend): Instagram (40%), Facebook (39%), desktop display (10%), YouTube (8%), desktop video (2%), and Twitter (1%).
Top Purchase Channels: Direct (99%) and Turn (1%).
Top Publishers: instagram.com, facebook.com, youtube.com, twitter.com, and twitch.tv.
Top Industry/Vertical Spenders: Amazon (2%), Procter & Gamble (1%), HBO (1%), Temu (1%), and PepsiCo (1%).
Top Creative (by spend; see below): Pathmatics reports that 1.4k creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
- Vivvix: Dick's also invests in OOH, print, radio, and local broadcast.
Current Agency Roster:
- Haworth Marketing & Media: media buying & planning
- Fuse: social
- INVNT Group: experiential
- Arts & Letters: lead creative
Insight Sources: Broadcast insights estimated by Vivvix.