Gen-X, Millennial Parents Opps: Dick's Sporting Goods announces CMO transition (Score 59)

Sales lead: Keep an eye on this company because this hire will affect its marketing strategy & agency roster. 

• Dick's Sporting Goods hired Emily Silver as CMO, effective April 2023.
• Silver joins from PepsiCo where she served as senior portfolio marketing VP. 
• She is responsible for marketing & brand strategy. 
• Ed Plummer is retiring after about four years as CMO. 
• We told you about Dick's most recent campaign in March. 

Target demographic: Gen-X & millennial parents

The company will likely:

• Continue increasing ad spend
• Experiment with new ad channels
• Review agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Dick's spent nearly $30.5m on national TV ads YTD, more than double the $14.5m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend jumped 55% from $46.5m in 2021 to $72m in 2022. 
• Ad programming: It placed ads during programming such as College Basketball, PGA Tour Golf, Women's College Basketball, Today, and Good Morning America. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Dick's spent around $20.7m on digital display ads YTD, a 32% increase from $15.7m spent in this channel during the same time period of 2022. 
• YTD data: 3b impressions via Facebook (44%), Instagram (35%), desktop display (9%), YouTube (8%), desktop video (2%), mobile display (1%), and Twitter (1%). 
• 2021-2022 spend: Full-year spend dropped by 4% from $65m in 2021 to $62.7m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, twitch.tv, and twitter.com. 

Additional channel insights  

• Vivvix: Dick's also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: CMO hires are the number one sign of possible agency reviews. 
• Current roster:
  • Haworth Marketing & Media: media AOR
  • Finsbury: PR AOR
  • Arts & Letters: creative AOr
  • Fuse: social
  • INVNT Group: experiential