Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights estimated by Podchaser.
Male Gen-Z, Millennial Digital Opps: Dickies loses marketing leader (Score 50)
Sales lead: Keep an eye on this brand so that you are ready to reach out as soon it names a replacement. 
- Dickies lost its CMO, Sarah Crockett, after about a year and a half.
- Crockett is now with Nature's Sunshine Products, serving in the same role.
- We will be sure to let you know when Dickies names a replacement.
- Read about the brand's new AORs here.
Target demographic: Male Gen-Zers & millennials
Once it hires a new CMO, the brand will likely:
- Keep increasing digital spend
- Experiment with new ad channels
- Review its agency roster
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Dickies spent about $3.2m on digital display ads YTD, a 9% increase from $2.7m spent in this channel during the same time period of 2022.
- YTD data: 476.3m impressions via Instagram (69%), Facebook (28%), and YouTube (3%).
- 2021-2022 spend: Full-year spend increased by 7% from $4m in 2021 to $4.3m in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, youtube.com, gizmodo.com, and gearpatrol.com.
Additional channel insights
- Top podcasts sponsored: Thrivetime Show | Business School without the BS, The Pat McAfee Show 2.0, America Out Lod Podcast Network, and Science Friday.
Agency analysis:
- Opportunity: Start working on your pitches so that you are ready when it hires a new CMO.
- Current roster:
- H&S Communications: influencer AOR
- LaForce: earned media AOR
- Sid Lee: creative AOR
- Starcom Worldwide: media AOR
