Media Advertising

Pittsburgh – Dick’s Sporting Goods Inc. knows who it wants to be – a successful omnichannel brand. The retailer is rolling out a new omnichannel campaign, "Who Will You Be?", which will debut March 6 on TV and digital platforms during ESPN's College Basketball Championship Week.

The belief that sports make people better is the premise of a newly created ad campaign from Dick’s Sporting Goods which requires shoppers to contemplate their future.

The campaign aired March 6, with the introspective tagline, “Who Will You Be?” on television and via digital channels.

The campaign’s launch was timed to coincide with ESPN’s College Basketball Championship Week.

Target is trying to increase its appeal with Hispanic shoppers by launching a new marketing campaign focusing on customs that are unique to many Latino communities.

The campaign, called “Sin traduccion,” or “No translation,” will feature two television ads, as well as digital and in-store components.

According to Ad Age, the campaign is meant to be a celebration of moments, traditions and emotions that are treasured by many in the Hispanic culture and spark a larger conversation with the community.

Target is trying to increase its appeal with Hispanic shoppers by launching a new marketing campaign focusing on customs that are unique to many Latino communities.

The campaign, called “Sin traduccion,” or “No translation,” will feature two television ads, as well as digital and in-store components.

According to Ad Age, the campaign is meant to be a celebration of moments, traditions and emotions that are treasured by many in the Hispanic culture and spark a larger conversation with the community.

Toano, Va. – Despite falling net income, Lumber Liquidators Inc. plans to open 30-35 new stores and remodel 15-20 stores, all in an expanded showroom format, during fiscal 2015. In the fourth quarter of fiscal 2014, the retailer reported net income of $17.3 million, down 17% from $20.8 million in the same quarter the prior year.

Selling, general and administrative (SG&A) expenses $6.5 million, or 9%, to $77.8 million primarily due to higher advertising, depreciation, occupancy and payroll expenses.

Seattle – Amazon.com is not the devil by any means, but the e-commerce giant is reportedly interested in “wearing” Prada and other high-end brand names on its site. According to Bloomberg, Amazon is in the midst of a major push to become a player in the word of designer fashion retailing.

Phoenix – PetSmart Inc. launched an omnichannel campaign around the joys and struggles of “pethood” – or pet parenthood, with a TV commercial during the Feb. 22 Academy Awards telecast. The campaign will include short films and ads shown on TV and online, and include print, digital and social media components.

PetSmart is hoping to stand out in the pet category with a new marketing campaign that celebrates “pethood.”

The campaign, called "Petsmart Partners in Pethood," explores how having a pet can be similar to having a child -- from potty training to feeding, bathing to doctors visits.

Charlotte, N.C. – Nothing succeeds like success, and 300-plus-store department store chain Belk Inc. took a previously successful TV holiday campaign and modernized it for the omnichannel era, with impressive results.

London – Specialty luxury retailer Michael Kors Holdings has joined the ranks of Snapchat users. According to DigiDay, Michael Kors debuted on Snapchat earlier this week during New York Fashion Week, launching exclusive photos from Fashion Week on Snapchat.

Michael Kors has had a longtime social media presence, and was the first retailer to buy an ad on Instagram. Other New York Fashion Week social media activities for Michael Kors included live Internet streaming of the show and a live Twitter chat with the hashtag #AllAccessKors.